Innocent on the hunt for ad agency once more

Innocent Drinks has kicked off a review of its advertising account less than a year after deciding against appointing an agency in favour of its in-house team.

The process is being led by the drink company’s new marketing director Thomas Delabriere who was appointed at the end of last year together with Agency Insight.

Innocent’s internal creative team will not be involved in the pitch.

Earlier this month Coca-Cola took a minority stake worth £30m in Innocent, with the financial injection to help the smoothie company’s move to expand across Europe.

This latest review comes eight months after Innocent called a pitch for its estimated £4m ad business. This was subsequently scrapped in favour of using the company’s internal creative team. The decision was seen as controversial by agencies who pitched.

Innocent’s business was previously been handled by Lowe before a short stint in-house.

The media account, handled by PHD Rocket is unaffected by the review.


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