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M&C Saatchi to take over Lucozade Sport creative ad account.(Brief Article)
The Lucozade Sport business is being switched from Ogilvy & Mather to M&C Saatchi as the precursor to new advertising backed by a reported budget of pounds 7 million.
For O&M, the move loosens the agency's grip on the Lucozade brand, which it has handled for the past 12 years. However, the agency will continue working on Lucozade Energy and other Glaxo SmithKline brands around the world.
For M&C Saatchi, the assignment extends a relationship with Lucozade's owner, Glaxo SmithKline. Two years ago, the agency ran advertising promoting the merger of Glaxo Wellcome and SmithKline Beecham to create the current company.
But Nick Hurrell, M&C Saatchi's joint chief executive, said: 'Although our existing link with Glaxo SmithKline didn't do us any harm, it wasn't the reason for appointing us.'
O&M repitched for Lucozade Sport against M&C Saatchi and TBWA/London.
The agency change is the result of intensified competition in the sports ...
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