First Quench appoints WPP to Thresher task

By IAN DARBY,, Friday, 13 July 2001 12:00PM

First Quench, the drink retailing group, has appointed a group of

WPP agencies to work on its Thresher brand.

The pounds 15 million integrated account will be headed by Perspectives

Red Cell on creative and MindShare working on media planning and


Wunderman, The Henley Centre and Cohn & Wolfe will be involved in

branding and customer acquisition and retention.

WPP's agencies pitched against five other agencies and are thought to

have fought off Bates UK and its direct marketing and retail specialist

agency, 141, in a final pitch for the business. WPP's retail specialist,

The Store, co-ordinated the pitch.

The incumbent agencies were CGT and Austin West Media. The WPP agencies

will work together on the Thresher brand as First Quench rebrands its

Victoria Wine stores as Thresher stores over the next two years.

The First Quench group was created in 1998 from a merger of Victoria

Wine and Thresher by their parent companies, Allied Domecq and


David Williams, the chief executive of Thresher, said: "We are looking

for a strong, integrated team to rebuild the equity we have in our

brand, customers, stores and people, and position us as market leader.

We were impressed by The Store's pragmatic approach and retail


John Williams, the chairman and chief executive of Perspectives Red

Cell, said: "The special thing about this pitch was the involvement of

The Store. Thresher was looking for a whole range of expertise. Our role

is to act as lead agency for advertising and promotion. Thresher has

millions of people within ten minutes of its shops. We will try to

leverage that relationship."

Simon Rees, the chief executive of MindShare, said: "At the moment,

Threshers is a sleeping giant of a brand. With our expertise in retail

marketing we are looking forward to helping them unlock that potential."

This article was first published on


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