Lucozade calls ad review

Lucozade, the soft drinks brand owned by Lucozade Ribena Suntory, is reviewing its UK and Ireland ad account out of 10-year incumbent Grey London. The brand is working with AAR on the pitch process and Grey has been invited to repitch.

The agency most recently created “The Three Lionnesses” for Lucozade Sport to mark the Fifa Women’s World Cup. Lucozade has begun shortlisting agencies and aims to pick a winner in October.

A Lucozade spokesman said: “We consistently monitor best practice across our industry and, since we have followed the same model for a decade, we believe it is the right time to take a step back and review this as we plan for the next 10 years and beyond.

“Our aim is to create a creative process that will give us a clear understanding of the different approaches and capabilities of a potential agency partner. With the support of AAR, we’re looking for long-term planning, highly creative thinking and an agile team that will help us to build equity and deliver sustainable growth for the business.”

Recall that a couple of years ago, Suntori Nigeria called a pitch review which saw several Nigerian agencies scamper for its marketing businesses. At the end of the pitch Up In The Sky and Image & Time won its creative account, Neukleos was awarded its digital account while BrandEye got the media business based on global affiliation.


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