- Joshua has won its first above the line account with its appointment to handle the Japanese energy drink, Lipovitan, following a four-way pitch. BBJ Media Services has picked up the media account.
Lipovitan called a creative and media review after CDP resigned the account in October following 'operational differences' with the energy drink's owner, Taisho Pharmaceutical.
Joshua is understood to have pitched against McCann-Erickson, Hakuhodo, and Claydon Heeley. The latter agency had been handling the Lipovitan account on a project basis after CDP's resignation and moved the brand's advertising away from its emphasis on Japanese working culture.
Stuart Leach, a director of Joshua, said: "We are looking forward to turning Lipovitan into the number one high energy healthy drink and taking on the challenge of Red Bull. The fact that we won the account against mainline agencies shows how Joshua is perfectly capable of competing and wining in all sectors of the market, as we have always said we would do."
Leach previously worked on the competing Red Bull account at his former agency, Knight Leach Delaney.
Joshua presented TV, press and radio work during the pitch but a media schedule has not yet been formalised for a campaign which will break later this year.
Last year, Lipovitan ran advertising on 48-sheet posters and on the radio, but it is understood that the energy drink brand is keen to extend its advertising reach as it looks to break out of the niche sports drinks category into the mainstream soft drinks market.