Cobra hires Manning Gottlieb

Cobra Beer has hired Manning Gottlieb OMD to handle its £14 million UK media planning and buying task.

The company is planning to increase its media spend from £3
million in a bid to move the brand more aggressively into pubs and
bars.

Manning Gottlieb OMD won the business following a three-way pitch

against the incumbent, The Media Shop, and Total Media. Cobra's creative

agency, Joshua, is unaffected by the media review.

Cobra claims to be the fastest-growing beer brand in the UK, with volume
growth in excess of 30 per cent during 2007. It is looking to move into
an additional 20,000 pubs and bars by July 2009.

It is planning its largest-ever ad campaign, which is scheduled to
launch during the second quarter, as the first stage in achieving its
aims.

Will Ghali, the marketing director of Cobra Beer, said: "The Cobra brand
had grown enormously during the period that we worked with The Media
Shop, and we have enjoyed an excellent working relationship with the
agency, but we were keen to explore media options and get some fresh
insights."

Once synonymous with Indian restaurants, Cobra now enjoys international
distribution to 50 countries and a turnover of £126 million.

The beer brand is currently available in 6,000 UK restaurants, 5,000
supermarkets and off-licences, and 6,000 bars, pubs and clubs.