Michaelides & Bednash has scooped the media planning and strategy business for Coffee Republic after a review involving a range of different communications specialists.
The agency is understood to have beaten the media strategist Circus, the advertising agency Walsh Trott Chick Smith and the branding consultancy Wickens Tutt Southgate to the task of handling the rapid expansion of the coffee chain.
Coffee Republic operates 67 bars in the UK, but plans to increase this total by 40 per year over the next three years. It already holds a key position in the UK coffee shop market as the largest independent brand, but launched an agency hunt in late September with a brief to boost brand awareness in the face of competition from Starbucks, Costa and Caffe Nero.
Coffee Republic's marketing director, Simon Lambert, said M&B would work with the company to develop a brand identity and communications strategy, set a marketing budget and hire specialist creatives if necessary.
'I don't expect to see much, if any, conventional advertising,' he said.
'We were most interested in M&B because we felt it offered a different kind of approach that would root Coffee Republic in UK culture.' Coffee Republic's most recent marketing activity was the sponsorship of 'LaTate' branded coffee cups at the Tate Modern Gallery.
'This win is significant for us. Clients in all kinds of markets are looking for more powerful ways to create communications ideas,' Graham Bednash, M&B's managing partner, said.