WWAV Edinburgh to take on Strongbow

LONDON - WWAV Rapp Collins Edinburgh has been appointed to the DM roster for Scottish & Newcastle, after winning a project for Strongbow.

The agency secured the business after a pitch against four undisclosed agencies. Strongbow's brand manager, Fiona Seath, handled the process.

WWAV will take responsibility for developing a consumer recruitment and CRM programme that will use traditional DM channels, as well as online and mobile activity.

In the past, the cider brand has used the Edinburgh-based Navigator Response to handle DM projects, and Positive Thinking for its experiential advertising.

Seath said: "WWAV Rapp Collins has devised an innovative strategy that we believe will engage our target market and increase their likelihood of choosing Strongbow."

The appointment comes after Carlsberg and Heineken announced plans to form a consortium to bid for Scottish & Newcastle last week.

The groups have yet to guarantee an offer will be made, but the proposal would see Heineken take control of S&N's business in the UK.