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.