How innovation and creativity helped turn around Premier Foods’ brands

Premier Foods will never bring creative in house, according to its UK marketing director Yilmaz Erceyes, who believes its agencies have played an important role in turning around the fortunes of its biggest brands.
Speaking at the Festival of Marketing today (10 October) Erceyes admitted the brand “would never bring creative development in-house because we don’t have that core competency”.
Instead, he praised its agency McCann, arguing the team had been “critical”