Joshua has won its first above-the-line account with its
appointment to handle the Japanese energy drink, Lipovitan, following a
three-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 after ’operational differences’ with the drink’s
owner, Taisho Pharmaceutical.
Joshua is understood to have pitched against both 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 winning in all sectors of
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.
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.