Hovis has extended the remit of longstanding retained agency Cirkle to include both corporate and consumer communications work.
The two companies have worked together for the last eight years, with Cirkle acting as it's trade communications agency. It's extended remit will now include participation in the creation of an integrated marketing campaign to help the brand drive a new strategy.
Bryony Stickells from Hovis explained that the decision had been taken "at a pivotal time for the brand" as it aims to be reinvigorated.
“Cirkle will continue to lead category conversations and help Hovis cement best in class customer relationships and we very much look forward to working with them to demonstrate how Hovis will deliver innovative products and impactful marketing to the consumer and corporate audiences now as well," added Stickells.
Meanwhile, WARL has been handed the brand's below-the-line marketing contract following a five-way pitch. It will now begin to handle shopper activation and category development.
The new campaign, which will see Cirkle work with Mother, Carat and WARL, will be released later this year.