Innocent seeks agency for its direct marketing debut

Innocent Drinks, the maker of Innocent smoothies, is looking for its first direct marketing agency as part of a &£6m marketing drive planned for 2006.

It is believed that Liquid, Tequila, Meteorite and Communicator are pitching for the business; an announcement is expected later this month.

Innocent is also reviewing its creative advertising business. Albion, Campbell Doyle Dye and Lowe are pitching. Innocent has worked with Albion and handles some creative work in-house.

It is thought that Albion will continue to work with the company following the agency appointment. Media buying will remain with PHD.

The news that Innocent is looking for a direct marketing agency follows reports this week of a dispute between the smoothie manufacturer and a start-up company that makes children’s shampoo.

The Halos and Horns range uses a similar logo to Innocent’s; the latter received calls from customers asking whether it had launched any new products. Halos and Horns was set up last year by Oxfordshire mother Leila Wilcox under the guidance of former chairman of the Institute for Contemporary Arts, Ivan Massow.

Innocent marketing director Richard Reed says he is “relaxed” about it, but is seeking a meeting with Wilcox to discuss the situation.

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