Joshua wins its first above-line-account with Lipovitan drink

Joshua has won its first above-the-line account with its appointment to handle the Japanese energy drink, Lipovitan, following a three-way pitch. BBJ Media Services has picked up the media account.

Joshua has won its first above-the-line account with its

appointment to handle the Japanese energy drink, Lipovitan, following a

three-way pitch. BBJ Media Services has picked up the media account.



Lipovitan called a creative and media review after CDP resigned the

account in October after ’operational differences’ with the drink’s

owner, Taisho Pharmaceutical.



Joshua is understood to have pitched against both Hakuhodo and Claydon

Heeley. The latter agency had been handling the Lipovitan account on a

project basis after CDP’s resignation and moved the brand’s advertising

away from its emphasis on Japanese working culture.



Stuart Leach, a director of Joshua, said: ’We are looking forward to

turning Lipovitan into the number one high- energy healthy drink and

taking on the challenge of Red Bull.



’The fact that we won the account against mainline agencies shows how

Joshua is perfectly capable of competing and winning in all sectors of

the market.’



Leach previously worked on the competing Red Bull account at his former

agency, Knight Leach Delaney.



Joshua presented TV, press and radio work during the pitch but a media

schedule has not yet been formalised for a campaign which will break

later this year.



The energy drink brand is keen to extend its advertising reach as it

looks to break out of the niche sports drinks category into the

mainstream soft drinks market.



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