A controversial pitch for an iconic house-hold brand. Surely such an 'iconic and much loved brand' would have a serious buzz and excitement around pitching for their European multi-media campaign? It was the pitch process itself however, that was called "shocking" and "short-sighted" being inclusive of a long-payment term, a plan to decouple the creative agency from production and and e-auction element. This lead many agencies to avoid or pull out of the process all together; even after being shortlisted!
Commercial terms aside, it was company chemistry that won in the end, with chief executive of BBH London Ben Fennell saying it was all there right from the beginning of what he called a 'high tempo process'.
The Kraft Heinz Company is looking forward to working with BBH London, and I'm sure everyone will be looking to see what creative directions they take in the coming year.
Original article can be found on Campaign Live
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