C&C Group has moved its social media and paid digital accounts for brands including Tennent’s, Magners and Menabrea to Made Brave, which will also see the agency run its websites and apps too.
With three campaigns already underway for Tennent’s lager, Made Brave will act as the lead creative agency for campaign creation, planning, production, and management for the brand.
Other brands that it has already begun to work with include Orchard Pig Cider, for which it has launched a new pink cider with an activation campaign using a giant ‘Trojan pig’ which will travel around Scotland. It will also run campaigns for Magners, Pabst Blue Ribbon and Heverlee.
Made Brave will now work alongside Wire Media on public relations and the in-house C&C agency Badaboom on marketing activity, with D8 continuing to work on a project basis with the business.
Duncan Frew, commercial and marketing director at C&C Group, who took on the role in February, said of the appointment: “It’s an exciting time as we continue to grow our brands throughout the UK, and we are delighted to be partnering with MadeBrave on the journey”
Frew has been focused on his plan to refresh the marketing of Tennent's and has brought more of the neccessary expertise inhouse, including digital, design and experiential.
"Businesses having their 'hands on the wheel' of their marketing function, supports the delivery of inteligent and effective work," adds Frew.
“We will continue to work with agencies as an extension of our strengthened in-house function. The changes made internally meant that – although our incumbent had delivered excellent work – it was also the right time to shake things up with agencies. Made Brave presented an exciting proposition and we’re looking forward to what’s to come.
“I’m passionate about our marketing capability and the quality execution of ideas that have the ability to stretch through the line, from digital to in-real-life. Integration is critical to the impact of our brands and I want to optimise that as much as possible. Over the coming months, our focus is on producing campaigns of substance that support our customers, genuinely excite our drinkers and build revenue streams as much as they build profile," he continues to reveal.
In the last year, the agency has also picked up accounts with First Bus Scotland as its sole creative partner, working with three operating companies in Glasgow, Scotland East and Aberdeen. Other clients on its roster include William Grant & Sons, IBM, Scottish Canals, Vets Now and Jacobs.
As a result of the C&C Group appointment, the agency will expand its offices based in the east of the city centre of Glasgow and is expected to hire around 10 new roles.
Andrew Dobbie, chief executive and founder of Made Brave, commented: “The C&C account represents one of our biggest and most exciting wins to date. More importantly, we get to work with a great team and a fantastic stable of exciting brands.”
In July 2018, the agency formed Born Original Group after it acquired film production and motion graphics specialist Campfire, which has recently completed shooting a global band film for Hard Rock Hotels in Tenerife.
Dobbie added: “We’ve made a step-change over the last twelve months in terms of the international business we’ve added to the group. Having Campfire as part of the family has been transformational for Made Brave and we’ve doubled our studio space in Edinburgh to accommodate growth for Campfire. We’re also growing the team in London and are currently looking at a new studio space in Glasgow that is double the current size as we plan our next phase of growth for Made Brave.”
The incumbent on the C&C Group account was Bright Signals who resigned in May this year and had worked with the business for over five years.