The agency secured the business after a year-long, two-stage pitch against undisclosed agencies. The previous incumbent was Claydon Heeley's Omnicom stablemate AMV Advance, which was knocked out in the early stages of the contest.
Claydon Heeley's appointment will result in a return to brand advertising for the product. Its first work for the brand will be the launch of a line of undisclosed products in a new area for the company.
The campaign, which will involve outdoor and viral activity, will be based on a sex survey. The UK campaign will be adapted to run in France for Manix. Claydon Heeley will later develop branding activity on an ongoing basis.
Claydon Heeley's business director, Ben McCormack, said: "Mates has hired us to develop a brand activation programme rather than pure brand awareness. We need to demonstrate how the products fit into consumers' lives and there will be plenty of ways to interact with the forthcoming campaign."
Mates has previously relied on ambient activity. In 2003, it targeted young people with a campaign through 3RD sense called "I shagged here", which encouraged people to stick red stickers in places where they had had sex.
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