Britvic has announced that it is to conduct a review of its lead creative agency roster as the soft drinks specialist seeks to streamline its agency support services.
The Tango, Drench and 7-Up supplier is the largest purveyor of branded soft drinks in Britain with its creative output overseen by three agencies; BBH, Iris and 101 London – with the former having already decided it will not pitch.
Matthew Barwell, chief marketing officer at Britvic said: “We have had a long and fruitful relationship with BBH which has resulted in some of our most iconic work over the years, and whilst 101 and Iris are more recent partners they have also played a key role in providing strong creative stewardship to our stable of brands.
“As our market dynamics continue to shift, and as we grow internationally we feel the time is right to ensure that we have the right strategic partners in place to take us into the next phase of our business and to ensure we continue to deliver brilliant creative work.”
Ben Fennell, chief executive at BBH London added: "We are proud of the work we've produced for Britvic over the years, however now is the right time for both parties to move on, so we will not be re-pitching. We wish Britvic all the very best for the future.”
Following the conclusion of a review and open pitch process in July, led by Britvic with support from agency intelligence provider Creativebrief, the roster will be reduced to two; one being assigned to adult brands with the other agency handling children and family focused products.