Bass Brewers, which split earlier this week with WCRS, its agency of sixteen years, is now trawling for another ad shop.

Although the severance was dubbed ‘amicable’, agency and client are said to have had long-term differences leading to the exit from WCRS of Bass's Caffreys and Worthington business. The tensions culminated in failure to agree a creative direction for Bass flagship lager brand Carling.

This uneasy climate encouraged WCRS to resign the business and pitch to one of Bass's main rivals, Scottish Courage, for its £5m Holsten Pils brand. It is competing with incumbent TBWA and Leagas Delaney.

Bass has no shortage of agencies from which to make a choice. It currently employs The Leith Agency (Grolsch, Tennents), Roose & Partners (Caffreys), Publicis (Worthington) and Euro RSCG Wnek Gosper (Hooch). The ex-WCRS portfolio now up for grabs – Carling, Staropramen, Bass Ale and Asahi – is said to bill around £12 million.

News Source: CampaignLive (UK)