Quorn Foods has today confirmed that it is moving its ad account to Quorum, a new agency co-founded by former BJL creative boss Billy Mawhinney.
The decision to replace incumbent MCBD comes as a further shake-up to Quorn's agency roster following its acquisition by Exponent Private Equity for £205m in March. The new owners have already moved media duties to Initiative.
For Quorum, which Mawhinney has set up alongside former Euro RSCG global creative director Simon Collins, Quorn becomes its first account.
Kevin Brennan, chief executive of Quorn Foods, said: "Now Quorn Foods is an independent business, it allows us to reassess our needs and we are breaking the mould with this appointment.
“I’ve worked with Simon Collins and Billy Mawhinney for years and they are world class creatives – I’m delighted that they will be working personally on the brand. With Quorum we will be able to take advantage of creative excellence without having to bear the costs of a big agency network.”
According to Brennan, Quorn is planning to spend £6m to "revitalise" the brand over the next 18 months. The aim is to "take it from being quirky and niche to aspirational and normal," Brennan said.
Mawhinney and Collins are no strangers to FMCG brands having worked on the likes of Nestle, Asda and Linda McCartney Foods.
Mawhinney said: “Both Simon and I have worked with Kevin in various roles in the past, both in the UK and Australia, and we think Quorn is the perfect launch client for us and are looking forward to a great partnership.”