Is Lucozade pitch a rehearsal for Agency of the Year?

Lucozade, now owned by Suntory, remains one of the UK’s flagship creative accounts and it’s looking for a new agency to replace ten-year incumbent Grey.

On the shortlist are some of London’s finest: adam&eveDDB, Droga5, Lucky Generals and Mother in that rare thing, a pitch seemingly unencumbered with network or holding company concerns.

Lucozade’s a tricky one of course, it’s a bit like a booze brand in that sporty/health claims are increasingly difficult, even impossible to make and Grey’s work seemed to lose focus eventually in trying too hard to be different. So the winner needs to produce a strong idea which is repeatable, without complaints and Twitter storms around every corner.

Whoever wins will have a strong case when the creative Agency of the Year gongs are decided.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.