Innocent seeks new agency partner

Innocent, the smoothies manufacturer, has called an advertising pitch to appoint an agency to handle a series of new brand extensions next year.

The company’s marketing director, Thomas Delabriere, is briefing agencies including Rainey Kelly Campbell Roalfe/Y&R, Rapier and Mother, to work on a specific project. Its incumbent agency Fallon will not be affected by the review.

A spokesperson for Innocent says: “We are stepping up investment behind the innocent brand this year and next and as a result our creative agency Fallon is really busy working on a number of projects for us at the moment. we have decided to brief other agencies on a specific project that he has planned for early 2011.”

Fallon is also putting forward ideas on the same brief and will continue to be the soft drink firm’s lead agency.

Innocent says it will be running work from them on TV later this year and Fallon is currently working on some new projects for 2011.

In April, Coca-Cola increased its stake in Innocent Smoothies to become the majority shareholder. The soft drink giant has added a 40% stake to the 18% that it aquired last year.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.


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