Thorntons has appointed Souk to handle the &£3m integrated account for its direct sales business.
The high street confectionery retailer began talking to direct marketing agencies in January. The review was handled by head of Thorntons Direct, Lysanne MacCallion. Souk pitched against Kitcatt Nohr Alexander Shaw and Clark McKay & Walpole to win the business.
Thorntons is to relaunch its direct sales business in the autumn, following poor performance of its high street stores. It previously handled marketing for the division in house.
The confectionery brand revealed a 4.9 per cent drop in like-for-like sales in its shops over the Christmas period despite running high-profile television ads created by Miles Calcraft Briginshaw Duffy.
Souk will create a radio, press, direct marketing and online campaign for Thorntons, and will help redesign the online shopping site.