Lucozade kicks off ad strategy review

LONDON - Lucozade is reconsidering its marketing strategy and is consulting agencies about new routes for the brand.

The drinks brand, which is owned by GlaxoSmithKline, has approached its roster agencies, Ogilvy & Mather and M&C Saatchi, about a rejuvenated strategy.

One possible outcome would be for Lucozade to hold a pitch for its entire £9.2m business and roll it into a single agency.

Other GSK roster agencies, including Grey, could also be involved in the talks.

O&M handles the flagship £5.2m Energy brand. M&C Saatchi won the £4m brief for its Hydro Active and Sport products in 2003. Both have contracts that run until the end of 2006. A pitch would be held early next year in time for new work in 2007.

The review is not thought to affect MediaCom, GSK's media agency.

A GSK spokeswoman said: "We will be working with both our agencies over the next year. We have plans in place for 2006 but we are not sure beyond that."

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