United Biscuits appoints 3 Monkeys to handle PR

United Biscuits has appointed 3 Monkeys to handle its UK corporate, CSR and consumer PR.

The United Biscuits family includes McVitie’s, Penguin, go ahead!, Jacob’s Cream Crackers, Twiglets, Mini Cheddars and Carr's.

The campaign brief will include supporting a business growth strategy with the company’s new CEO, Martin Glenn.

Glenn said: “3 Monkeys really impressed us with their grasp of our business and brands and their insights into how we address the brief … the fact that they are independent also appeals.”

3 Monkeys won the business in a five way pitch that was led by Matthew Brown, McVitie’s brand director, with support from Roth Observatory International.

Angie Moxham, chief of 3 Monkeys, said: “This is a very significant win for 3 Monkeys and we’re proud as punch to have beaten off some really stiff competition from some of the industry’s best known and much bigger agencies. Having a CEO who truly gets and wants to actively support PR from the very top as Martin does is fantastic and a rare treat.

“The chemistry felt great from the start and the pitch process was managed with a best practice model, which allowed us to do a thorough job. We’re looking to become fully integrated with both the in-house teams and all their other agencies from the off.”

Grey London was appointed to handle the creative brief for United Biscuits in August.