Interfocus has beaten Sopexa, Publicis and Tequila to the Loire Valley wine account, worth up to 1m.
The win follows a series of moves connected to the account resulting from Lowe Howard-Spink’s purchase of through-the-line agency Interfocus and its subsequent merger with the Brompton Agency.
Sopexa is a marketing consultancy for the French food and wine industry and it is unusual in the sense that it takes the position of client in some situations, and agency in others.
Sopexa fired the Brompton Agency from its 1.5m French Wines account after four years when it discovered that Interfocus was pitching against Sopexa on the Loire Valley business (MW October 18).
The committee representing the Loire Valley wine producers wants its own through-the-line campaign to run next year, independent of the collective French Wines campaign.
The Loire Valley business mainly consists of press advertising. Meanwhile, Sopexa will review the French Wines account in December.
The region is one of France’s top wine-exporting areas.