Jacobs Douwe Egberts reviews global media account

Kenco: 'Coffee vs gangs' campaign from 2014 (created by former creative agency J Walter Thompson)
Kenco: 'Coffee vs gangs' campaign from 2014 (created by former creative agency J Walter Thompson)

Review puts Havas Media and Carat on alert.

Jacobs Douwe Egberts, the multinational coffee giant that owns the Kenco and Douwe Egberts brands, has begun reviewing its global media planning and buying requirements.

Campaign understands that JDE, which splits global media duties between Havas Media and Carat, is looking for a “holistic omnichannel” agency partner, according to people familiar with the review.

Havas Media had won the global (offline) media account in 2014 and is understood to be taking part in the review, as is Carat, which was awarded the UK media business in 2017. Carat is also responsible for all digital buying globally (plus offline buying in Russia).

The business is worth upwards of $300m globally (£250m), according to agency estimates.

JDE is believed to be managing the agency search process itself and Campaign understands MediaSense is supporting the review. The consultancy did not comment.

The media review comes within weeks of JDE launching a search for a creative agency for a brief, as reported by Campaign in July.

A spokeman for JDE said: "Strategic partnerships are a vital part of our ability to reach and meet our consumer needs around the world. As a branded business advertising and media continues to play an important role in how we attract, engage and retain consumers of our coffee and tea brands.

"As part of our growth journey we have invited selected members of the marketing industry to pitch us on new ways to accelerate our media program from 2021. We thank Havas and Carat for their ongoing partnership."


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