Following a competitive pitching process, Whitbread has reappointed Zenith as its Costa Coffee media partner whilst awarding its Premier Inn account to global agency UM.
Zenith, whose other clients include Aviva and Coors Light, have been partnered with the international coffee-shop chain for nine years. Their projects together include a partnership with Waze – using geo-targeting for Costa Express – and a Coronation Street product placement deal, currently live.
“Zenith has been a key partner for Costa since 2009 and have been instrumental in supporting us to develop and deliver a media strategy to engage our current and new customers,” said Eric Tavoukdjian, commercial marketing director, Costa Coffee, UK&I.
“During the pitch process, their commitment to taking our media plans to the next level was evident and so we’re delighted to continue our relationship with them as we move our brand ahead in this competitive market.”
Premier Inn, however, have decided not to reappoint Manning Gottlieb OMD after 7 years together and have instead gone with UM, which out-pitched seven other agencies for the account. The account is worth around £17m.
“UM’s values are a great match with ours and their ideas and approach were creative and exciting. We’re very much looking forward to starting this new journey with them,” said Beatrice Vears, head of brand, Premier Inn.
“I should like to thank Manning Gottlieb OMD for their excellent service over recent years and recognise the important part their team has played in supporting the Premier Inn brand’s fantastic growth in the UK.”
UM’s clientele currently includes Coca-Cola, Chrysler and Hershey’s; its partnership with Premier Inn will begin June this year.
