The Drum reckons that Netflix has appointed Wieden+Kennedy Amsterdam to handle its European business, which currently numbers about six million customers with the majority in the UK and Ireland.
Netflix, which uses Crispin Porter+Bogusky in the US, has caused earth tremors in the movie business, luring customers away from conventional cable and satellite pay-TV businesses which ‘bundle,’ – meaning that you have to buy lots of stuff you never watch to watch the shows you do want. Like all first movers though its model is now under pressure from bigger battalions recognising that they now need to offer something similar.
It’s been a topsy turvy few weeks for the W+K empire; in the US it has been bounced from the Kraft roster as the food giant has consolidated its business in Leo Burnett (a new agency for Kraft), Mcgarrybowen, CP+B and WPP’s Taxi (presumably helped by its strength in Canada). Burnett is headquartered in Kraft’s back yard of Chicago.
In the UK W+K has won Tyrrells crisps and snacks without a pitch but seen major client Arla Foods look elsewhere for an agency for biggest brand Anchor butter and its nascent infant range. Why a company the size of Arla should need three agencies is not entirely clear.
