Häagen-Dazs Mulls European Creative Review as General Mills Waits in Wings

07 September 2001

Premium ice cream brand Häagen-Dazs is eying a number of agencies as it prepares an expected review of its £20 million pan-European creative business in light of an expected change of management.

Already in the ring, it is thought, are three-year incumbent Euro RSCG Wnek Gosper, Rainey Kelly Campbell Roalfe/Y&R, Saatchi & Saatchi and one further unnamed agency. However, it is not yet clear whether Euro RSCG will take part.

Häagen-Dazs is a subsidiary of Pillsbury, currently owned by Diageo but in process of acquisition by General Mills. The latter is thought to have pressed for the review over issues of client conflict – Ben & Jerry’s, considered by GM as a direct rival to Häagen-Dazs, is handled by Black Rocket Euro RSCG in San Francisco.

Pillsbury’s UK managing director James Moseley denied any shops had been approached, but admitted: “At some point we are likely to become part of General Mills. That may affect our agency situation.”

Media duties, currently with Carat, are not thought to be affected by the review.

News source: CampaignLive (UK)