Ribena has handed Grey London responsibility for marketing the Ribena brand globally, except for the UK and Ireland, the first time Ribena has appointed one agency to do global work.
The brand currently works with a variety of local agencies whose work will be unaffected by the appointment, including media planning and buying.
Grey has handled the Ribena account before, creating the Ribena Berries in the 1980s before the UK account moved to M&C Saatchi in 2005.
Jon Roberts, international marketing director for Ribena and Lucozade, said of the win: “Through their work over the past three years for Lucozade, Grey London has shown considerable energy, eye-catching creative and understanding of the international drinks category. I really look forward to this work being activated in markets in Africa and Asia driving a closer consumer connection with Ribena.”
The first work from Grey for the brand will launch in March 2014.