Lucozade ditches Ogilvy for M&C
By Noel Bussey, campaignlive.co.uk, Friday, 07 July 2006 12:00AM
M&C Saatchi has been handed the £5 million UK creative account for GlaxoSmithKline's flagship drinks brand, Lucozade Energy.
The decision sees Ogilvy & Mather, the incumbent on the business, removed from Lucozade's roster in the UK. However, the agency will continue to run the business in Ireland.
GSK put the account up for pitch in November 2005 as it reconsidered its marketing strategy for the brand.
Both roster agencies were asked to pitch against each other for the business.
No other GSK roster agencies were involved.
With the appointment of M&C Saatchi, the pharmaceutical giant is looking to rejuvenate the Lucozade brand by bringing all of the business under one roof and developing a single overarching idea.
M&C Saatchi now handles all of Lucozade's £9 million drinks business, including the £4 million Hydro Active and Sport brands.
It picked up the latter in 2003 following a three-way pitch against O&M and TBWA\London, which was not on the agency roster.
GSK then handed the Hydro Active business to M&C Saatchi without a pitch and gave the agency the task of launching the brand.
In February this year, Lucozade appointed Fuse Digital to handle all of its digital activity, including website creation and e-mail marketing.
The agency is developing websites for all of the Lucozade products, as well as for the Lucozade Sports Science Academy.
This article was first published on campaignlive.co.uk
- Senior copywriter story uk limited Negotiable depending on experience, Edinburgh
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Marketing Executive Ball & Hoolahan £24,000 per annum, London (Central), London (Greater)
- Senior Brand Manager Ball & Hoolahan £50,000 + Car/Car Allowance, London (Central), London (Greater)
- Account Director, maternity contract - high end creative for fashion, retail, luxury Story Recruitment £45-50k dependent on experience, London (Central), London (Greater)
- What the end of Page 3 means for advertising
- Havas partners with Facebook's Atlas for multi-device ad targeting
- Daily Mirror publishes its own tits on Page 3
- 'This girl can' tops Campaign Viral Chart
- John Brown Media appoints Rebekah Billingsley to head of digital and content strategy role
- 'You don't have to explain yourself if you are getting the job done,' says Tracy De Groose on work and motherhood