First Quench Retailing has appointed a group of WPP agencies to create a &£15m integrated marketing campaign for its Thresher brand.
Perspectives Red Cell and MindShare will be lead agencies on the account, working alongside Wunderman, the Henley Centre and PR agency Cohn & Wolfe.
The WPP pitch was put together by the group’s retail experts The Store. The role of each agency has not been decided, but collectively they will look at rebuilding brand and store image, and attracting customers.
The review was held when First Quench decided to phase out the Victoria Wine brand to concentrate on Thresher. The incumbent agency was CGT.
The changes are taking place despite the company still searching for a marketing director after Ralph Hayward left earlier this year, reportedly without a job to go to.
First Quench chief executive David Williams is overseeing the rebranding of nearly 1,000 Victoria Wine stores as the Thresher brand during the next two years.
First Quench is believed to be deciding the future of its Wine Rack and Bottoms Up brands.