Birmingham-based start-up agency Life has been appointed to three dairy accounts for new client Arla.
Life is now Cravendale’s lead retained agency, providing below the line marketing, following a competitive pitch against Carlson, Hicklin Slade and BDNework.
Following that account win, Life has also been appointed to manage the brands of Arlo’s lactose-free milk alternative, Lactofree and chilled coffee drink Café Met.
Louise Barton, Cravendale group brand manager, said: “Having worked with [one of Life’s founding partners] Ian Humphris in a previous ‘life’ and meeting the new team at Life, we were very excited with their experience and ambition to make Life a success.”
David Poole, joint managing director of Life, said: “Louise clarified her original brief by saying she only wanted to see work that would give her sleepless nights. We are delighted to be working with them.”
After months of speculation about the plans of Poole and Humphris, both previously managing director of The Marketing Store, Life recently officially announced its launch.