Melbourne shops BMF and Leo Burnett in 2-way shoot-out for Peters; incumbent Mojo not invited

CB hears the prized Peters Ice Cream account, which is with Publicis Mojo, Melbourne, is up for grabs, with Melbourne shops BMF and Leo Burnett  in a two-way shoot-out for the business..

CB understands the troubled incumbent has not been invited to repitch (or chose not to).

One source told CB that DDB, on the original shortlist, missed the cut, which would be a disappointment given the agency’s ECD Darren Spiller, who joined in August last year, played such an integral role on the award-winning account when he was national ECD at Publicis Mojo.

The pitch comes in the wake of the appointment of Stephen Audsley to the chief executive officer role at Peters Ice Cream in November, three months after Nestlé  sold the business to Pacific Equity Partners (PEP) in August, 2012.

Prior to Peters, Audsley was CEO of Breville Group for four years and before that spent 16 years at Pacific brands, which owned Peters Ice Cream until 1995 when it sold the business to Nestlé. He also has ten years’ experience managing such brands such as Adidas and Dunlop/Slazenger.