Young’s Seafood has parted ways with MediaCom, one of the world’s largest media agency networks, after 18 years.
Total Media replaced MediaCom, which has held the account with the frozen seafood since 2000 as reported to Campaignlive.
The seafood processor told the publication that media agency, Total Media would support its three-year growth strategy.
In January, Young’s spent £5 million pound on ad campaign featuring a talking cat voiced by the actor, Rupert Everett, and a six-month TV sponsorship on UKTV’s Drama channel.
Yvonne Adam, marketing director of Young’s Seafood, said: “It’s an extremely challenging time for brands to connect with consumers and in order to maintain our position as the UK’s leading fish and seafood business we needed to make a significant step change with our media buying.
“Total Media’s deep knowledge of multiple channels and its approach to audience insight proved to us that they were the right team to work with.”