MediaVest has held on to Scottish Courage's pounds 37 million media planning and buying account following a five-way pitch.
Scottish Courage invited Manning Gottlieb Media, New PHD, Optimedia and Walker Media to pitch for the account in July. It is believed that MGM and New PHD formed part of a final shortlist, which also included MediaVest.
The win, which was first revealed on CampaignLive last week, includes brands such as Foster's, John Smith's, Miller, Kronenbourg 1664 and Beck's.
All brands have particularly heavy TV advertising spends.
David Crawley, the director of media at Scottish Courage, said: 'MediaVest's past buying performance, combined with a new approach to our communications planning and research requirements, following its strategic alliance with the Starcom Media Group, tipped the decision.'
The retention of the account comes at a crucial time for MediaVest, which earlier this year had to relinquish COI Communications' pounds 30 million press account to MediaCom TMB. Barclays, its key financial account, called a review earlier this year. However, the pitch has been delayed until next year.
Jim Marshall, the chief executive of MediaVest, said: 'We are delighted by this decision, partly because it reflects confidence in what we've delivered for Scottish Courage in the past but, more importantly, because we will be adopting a somewhat different approach in the future in terms of strategic contribution.'
Colin Wood, the marketing director of Scottish Courage, explained the original motive for the review. 'The pace of change within both the drinks and the communication industries will constantly redefine the rules of engagement between our brands and our key consumers,' he said.
The creative account for Scottish Courage is split between a number of agencies including Rainey Kelly Campbell Roalfe/Y&R, M&C Saatchi and Mountain View. Beck's, which is held by Mountain View, is up for review and it is understood that the pitchlist includes Leagas Delaney, D'Arcy and M&C Saatchi.