MediaCom TMB has won a three-way pitch for Greene King’s &£4m media account.
The review was prompted by the brewer’s &£182m takeover in August of smaller rival Morland, adding 400 pubs to its estate.
MediaCom, which was Morland’s media agency, triumphed against Greene King incumbent BJK&E and Universal McCann.
Greene King’s creative account will remain with Universal’s sister agency McCann-Erickson.
The Suffolk-based brewer and pub operator, whose brands include Greene King IPA and Abbott Ale, plans to increase its marketing spend to reflect its expanded portfolio, which now includes Old Speckled Hen and Ruddles. It expects to spend &£4m this year on TV, posters and the national press.
Marketing director Adam Collett says: “We are impressed with the work MediaCom TMB has done for Old Speckled Hen and Ruddles over the past few years and we believe we can reach our target audiences in a highly efficient and effective way.”
MediaCom TMB joint managing director Nick Lawson says: “Greene King is a rapidly developing company.”