Britvic names Initials to manage emerging brands account

Mark Johnson's picture
by Mark Johnson

Initials, the London-based independent creative agency, has been appointed by Britvic following a competitive pitch. 

The agency will be working across Britvic’s emerging brands portfolio, including Purdey’s, Lipton, Aqua Libra, Arto Lifewtr, 7Up and Mountain Dew.

The retained relationship will see Initials deliver shopper and strategic below the line activations across the portfolio, with the first campaigns going live in early 2020. 

The agency is pulling together a bespoke team from across its creative and strategic planning departments to service the account.

“Britvic was looking for an agency that could lead on strategy and activation for the key brands with high growth potential within our UK portfolio”, Bruce Dallas, GB Marketing Director at Britvic, said. 

“Initials’ proven track record in defining and delivering best practice approaches to effective shopper marketing really stood out to us, so we look forward to working with them.”

Sarah Cook, Senior Account Director at Initials, added: “Britvic’s emerging brands portfolio includes so many brilliant household names, as well as some fantastic lesser known brands. 

“Being able to work across them, delivering on both strategy and activation, really plays to our strengths as an agency. We can’t wait to get started.”

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