Premier Foods appoints McCann London and JWT for power brand advertising

Premier Foods has announced the appointment of McCann London and JWT to manage the creative execution of its Power Brand advertising, replacing its current agency roster, which consisted of Dare, 101 and McCann.

McCann London will oversee creative development for Batchelors, Bisto, Loyd Grossman and Sharwood’s advertising while JWT will manage creative for Ambrosia, Hovis, Mr. Kipling and Oxo.

Iwan Williams, managing director for grocery and bakery, said: “Both 101 and Dare have continued to deliver excellent advertising for our brands and I would like to thank them for their work. As we reviewed our future plans, we decided to focus on a smaller number of agencies that have the breadth, scale and resources to manage our Power Brand portfolio.”

Starcom will continue to buy media space for Premier Foods.

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