…Innocent axes Lowe to go in house

Innocent Drinks is axing Lowe London as its above-the-line creative agency and bringing its advertising in house.

The decision ends the three-year tenure of Lowe on the £4m account.

The smoothie maker will launch its in-house creative team in the spring. This will manage all above-the-line, below-the-line and direct mail for its smoothie and juice drinks.

Richard Reed, one of Innocent’s founders, says: “This is about playing to our strengths and developing our talent internally. The reality is that the majority of what we call creative work has been done in house in the past.”

Innocent says that it will continue to work with agencies on an ad hoc basis. These currently include Albion – on digital advertising and children’s packaging – and Sledge, which worked with Innocent on last year’s Village Fete event.

Innocent, which has an overall marketing spend of about £8m, recently restrucuted its marketing team, splitting it into brand and innovation teams. The new teams will work with Innocent’s creative team, which will report to marketing director Gareth Helm.

The move, which will create considerable cost savings, brings an end to long-running speculation about Innocent’s advertising.

In June last year, Innocent called a review of Lowe, which it appointed in 2005, and appointed Creative Brief to handle the process. Following contract negotiations with Lowe, Innocent cancelled the pitch.

Lowe created Innocent’s latest ad campaign, which has been running across TV and press in January, and which highlights the qualities of its smoothies.

Innocent’s market share of the smoothie market is above 70%, according to IRI Infoscan.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here