Lucozade kicks off ad strategy review

Lucozade is reconsidering its marketing strategy and is consulting agencies about new routes for the brand.

The drinks brand, which is owned by GlaxoSmithKline, has approached its roster agencies, Ogilvy & Mather and M&C Saatchi, about a rejuvenated strategy.

One possible outcome would be for Lucozade to hold a pitch for its entire £9.2 million business and roll it into a single agency.

Other GSK roster agencies, including Grey, could also be involved in the talks.

O&M handles the flagship £5.2 million Energy brand. M&C Saatchi won the £4 million brief for its Hydro Active and Sport products in 2003. Both have contracts that run until the end of 2006. A pitch would be held early next year in time for new work in 2007.

The review is not thought to affect MediaCom, GSK's media agency.

A GSK spokeswoman said: "We will be working with both our agencies over the next year. We have plans in place for 2006 but we are not sure beyond that."