Innocent Drinks kicks off (another) advertising pitch

by Matt Williams, campaignlive.co.uk 28-Apr-09, 11:25

LONDON - Innocent Drinks is looking for a retained advertising agency to handle its £3 million creative account.

The pitch is being led by Agency Insight, and comes as the smoothie-maker celebrates its tenth birthday.

The appointed agency will work independently from Innocent's in-house creative team, which the brand currently uses for its advertising.

The agency will be required to help promote the health benefits of the brand's products, across a variety of disciplines.

Last year, Innocent abandoned a pitch process for the third time in 15 months, opting instead to develop its own ideas in-house.

4Creative, Rainey Kelly Campbell Roalfe/Y&R and The Brooklyn Brothers had already been shortlisted for the account.

Previous to the review, Innocent had been working with Lowe on a project basis.

However, having appointed the marketing director, Thomas Delabriere, from PepsiCo, the smoothie-maker feels that it is in a better position to search for a retained advertising agency.

Delabriere said: "I have a lot of experience working with agencies and we're using a pitch expert, so now we can embark on a clear pitch process."

Comments

Richard Hayter - 28/04/2009

I know that each of the agencies involved with the pitch are doing so because there's a financial imperative involved. But by getting involved with a company like Innocent with such a seemingly poor view of the client/agency relationship, aren't they further devaluing what we provide as an industry? And I bet it's a free pitch, too.