M&C Saatchi has been responsible for Ribena’s advertising in the UK and Ireland since 2005, when the brand was owned by GlaxoSmithKline. It is understood that the agency will not repitch.
A spokeswoman for Ribena’s current owner, Lucozade Ribena Suntory, said: "We are reviewing our communications support as part of an annual process."
In September 2013, Japan’s Suntory bought Ribena and Lucozade for £1.35 billion and formed LRS, which also owns Orangina.
Ribena’s global advertising is overseen by Grey London, which landed the account without a pitch in 2013. The agency, which created the berry characters in the 80s, also handles other brands in the LRS portfolio.
Tom Bazeley, the chief executive at M&C Saatchi, said: "Working with Ribena for nearly nine years, we have produced work we’re very proud of.
"Since being bought by Suntory, the brand has been reviewing its relationships, and it’s regretful that we have decided not to repitch given the opportunities we have within the soft-drinks category. We wish them all the very best for the future."