Independent creative agency Initials has won the soft drinks producer Britvic's emerging brands portfolio following a competitive pitch.
The agency will work on the following brands: Purdey’s, Lipton, Aqua Libra, Arto Lifewtr, 7Up and Mountain Dew.
Initials will deliver shopper and strategic below the line activations across the portfolio, with the first campaigns going live in early 2020. The agency is pulling together a bespoke team from across its creative and strategic planning departments to service the account.
Bruce Dallas, GB marketing director at Britvic, said: “Britvic was looking for an agency that could lead on strategy and activation for the key brands with high growth potential within our UK portfolio.
"Initials proven track record in defining and delivering best practice approaches to effective shopper marketing really stood out to us, so we look forward to working with them.”
Sarah Cook, Senior account director at Initials, said: “Britvic’s emerging brands portfolio includes so many brilliant household names, as well as some fantastic lesser known brands.
"Being able to work across them, delivering on both strategy and activation, really plays to our strengths as an agency. We can’t wait to get started.”