- Mitchell Patterson Grime Mitchell has picked up the £2.5 million task to relaunch Raleigh cycles hand-in-hand with Manning Gottlieb Media.
The duo scooped the task in a secret pitch which has been running for the past few months, involving the incumbents of seven years -- Nottingham agency Cross Hill Conwill and New PHD -- the victors, and also Leeds agency Advertising Principles.
Raleigh is the brand leader in the £400 million UK cycle market, but is relaunching to consolidate this position among an emerging market of younger, more cutting-edge brands such as Saracen and Pioneer.
Andrew Mitchell, the managing partner of Mitchell Patterson, said: "Cycling is a very sexy area now. There is a huge renaissance as the Government is encouraging people to cut down on pollution and people want to get healthy; lots of people of all ages are getting their legs over again."
The debut work is expected in the summer, and Mitchell said: "It's big and ballsy; we've taken a very creative route."