MindShare has won the media buying and planning accounts, worth more than &£23m, for both Britvic’s and PepsiCo’s soft drinks brands.
Incumbents BMP OMD, which handled Pepsi’s &£10.2m buying account, and Michaelides & Bednash, which ran Britvic’s planning account, both lost out in the pitch. Walker Media and Zenith Media also pitched for the business.
Carat, which had handled the &£13m buying account for Britvic’s brands, including Tango and Robinsons, declined to pitch for the consolidated account, owing to its commitments to Coca-Cola in Europe.
Britvic handles the distribution of PepsiCo’s Pepsi Cola, Pepsi Cola Diet, Pepsi Max, 7-Up and Mountain Dew in the UK.
Andrew Marsden, marketing director at Britvic, comments: “Consolidation of our media planning and buying activities will strengthen our competitive position.
“The move demonstrates our commitment to promoting a portfolio of brands and recognises the importance of media in building those brands.”
Simon Rees, managing director of MindShare, who led the pitch, says: “It was a team effort and reflects the breadth of our service.”
MindShare’s three-year contract for media buying and planning will take effect from the beginning of September.
Britvic is also reviewing the creative accounts for its smaller brands. R Whites Lemonade, Britvic fruit juice, J2O and Red Card.