Seafish is set to tender for a creative agency for a third time following the decision by incumbent Ruby Marketing to resign the business.
The sustainable seafood organisation appointed London-based Ruby Marketing in January following a four-way pitch, but will now begin its search again for a creative agency to handle an integrated campaign.
Paul Williams, chief executive of Seafish, explained: “Ruby Marketing was appointed in December 2010 to carry out the first stage of the new Seafish consumer communication campaign. Before significant work was undertaken, both organisations reached a creative impasse.
“Seafish and Ruby Marketing have agreed to terminate the relationship at this stage rather than progressing with a project that was not going to deliver benefit to either party.”
The appointment of Ruby was the second time that Seafish had search for an agency having previously suspended a tender due to a legal fight that was taking place at the time.
Ruby’s appointment saw it tasked with a campaign which would see it concentrate particularly on digital and press, working alongside media agency Initiative.
The pitch saw it beat The Bridge, Billington Cartmell and Brass to the contract.
The pitch will take place later this week, with the campaign set to roll out in Autumn.