Ribena calls pitch for agency to shape digital strategy

Ribena, the GlaxoSmithKline soft drink brand, is on the hunt for a digital agency as it reviews its long-term interactive marketing strategy.

A number of agencies have been asked to present credentials, with a pitch expected to take place in February.

M&C Saatchi works on Ribena's above-the-line account, and its relationship will not be affected by the review.

Play, the digital agency that is half-owned by M&C Saatchi, has worked on a number of interactive campaigns for Ribena. It hopes to be involved in the pitch. Ribena also said that Netstore, which has worked on web development projects for the brand, was expected to pitch.

GlaxoSmithKline has been repositioning Ribena as a healthy drink, aimed at an older audience.

Anne MacCaig, the Ribena marketing director, said: "We are very keen to leverage the potential of digital channels to drive penetration, customer engagement and sales with our core audience of young adults."

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