DLKW lands Marston cricket account

Delaney Lund Knox Warren & Partners has been appointed to handle Marston's sponsorship of the England and Wales Cricket Board following a competitive pitch.

DLKW triumphed in a contest against WCRS and the incumbent, Chick Smith Trott. The process was managed by Agency Insight and overseen by Peter Jackson, the marketing director of Marston's owner, WDB Brands.

The agency has been briefed to promote the brewer's three-year sponsorship of the England Cricket Board. The association is Marston's biggest sponsorship deal to date.

It comprises supporting the England team during this winter's Ashes tour in Australia, and makes Marston's the official beer of the England Cricket Board. In addition, Matthew Hoggard, the England bowler, has become the brand's ambassador.

The brand has previously relied predominantly on print activity to promote its premium real ale brand, Marston's Pedigree.

In 2002, Chick Smith Trott, then known as Walsh Trott Chick Smith, launched an outdoor campaign to stress the company's "uncompromising" approach to beer production. The campaign featured images of a pint of Marston's juxtaposed with endlines such as "uncompromising" and "corners uncut".

The agency has also worked on WDB's ale brand, Banks's.

Chick Smith Trott first started working for Marston's Pedigree business in 1998, when the account was moved out of TBWA because of a conflict with John Smith's. The agency successfully retained the account when Marston, Thompson & Evershed was bought by Wolverhampton & Dudley a year later.

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