Butlin’s creative account has gone to Leo Burnett, ending its seven-year relationship with independent ad agency Now, as the brand forges ahead with a five-year transformation plan.
Butlin’s kicked off the review in April in a process that was overseen by intermediary Haystack.
Leo Burnett will manage all of its advertising while fellow Publicis Groupe agencies Digitas and MSL have been drafted in to support with CRM and PR retrospectively
“Butlin’s is a national treasure that has been at the forefront of British seaside holidays and short breaks for more than 80 years,” said Jackie Martin, sales and marketing director at the brand,
“We are looking forward to working with Leo Burnett as we seek to share with the nation how a Butlin’s break can deliver happy memories for families in 2019 and beyond, just as we have since 1936.”
It comes as part of a five-year investment plan for the brand, as it looks to improve everything from the accommodation to food to entertainment.
The consolidation into Publicis is a blow to Now, which participated in the pitch. Butlin’s was its founding client after it took the business from Mother just nine months after the agency had been hired.