Background

The 2013-14 Iglo Foods Group media review represented all divisions of the business across Europe – Birdseye in the UK & Ireland, Findus in Italy and Iglo across the remainder of mainland Europe.

With a new CEO in place, Iglo Foods Group was about to embark on a bold new marketing strategy and brand refresh. A fundamental goal was to centralise marketing processes across Europe in order to improve integration between media and creative. It was therefore an opportune moment for Iglo Group to review both their media agency and creative agency arrangements.

Challenge

Iglo Foods Group initially approached ID Comms to conduct a situation analysis of their existing European media agency arrangements. The objective was to identify what value improvements (from both a strategic and cost perspective) could be delivered from either re-calibrating their existing media agency contracts or whether they needed to review.

Having completed this element of the project we were asked to manage a full-scale European media agency review.

Action

The Iglo Foods Group media agency review had a clear strategic ambition – to find an agency partner that could help the company evolve from a traditional TV-centric model and start to embrace multichannel communication strategies.

Media agency capabilities in integrated communications planning and digital expertise would be key focus areas for the review and participants were also challenged to demonstrate smarter ways of working, in particular how they would work in partnership with creative agencies.

Result

The review was concluded in Q1 2014 with the successful agency, Havas Media, assuming responsibility for Iglo Foods Group’s European media strategy and investment. With Havas Worldwide having been selected as Iglo Group’s creative agency partner, this set the perfect platform for delivering Iglo Group’s new regional brand activation, facilitating closer integration between media and creative and allowing for improved, centralized, marketing processes.

ID Comms exceeded the company’s strategic and value creation targets.

ID Comms provided invaluable support across all stages of the review. The agency briefs they developed were instrumental in helping us to identify the right media partner for our business moving forward.

Managing Director, Findus Italy