HMDG nets ad brief for Innocent brand

LONDON - Hurrell Moseley Dawson & Grimmer has scooped the advertising account for the drinks brand This Water, which is owned by the Innocent subsidiary Fresh Trading.

Hurrell Moseley Dawson & Grimmer…scooped This Water's ad business
Hurrell Moseley Dawson & Grimmer…scooped This Water's ad business

The agency secured the business following a pitch against Isobel, Albion and two other undisclosed agencies in a process handled by Agency Insight.

HMDG has been briefed to develop a creative campaign for the brand that will launch across a number of media channels in 2010. Previously, This Water, which is made with fresh fruit juices and natural sugar, produced the majority of its campaigns in-house.

The appointment follows shortly after Innocent moved away from in-house advertising by hiring Fallon to handle its account in August.

Last year, the Advertising Standards Authority upheld a complaint against an ad for This Water for failing to explain that the product contained sugar.

This Water disagreed with the ruling on the ad, which featured the strapline "Simple, natural, refreshment", as it claimed the product contained only natural sugars and no artificial flavourings or sweeteners.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).