It has seen the soft drink manufacturer part ways with Grey London after a 10-year creative partnership after the agency opted not to repitch for the UK and Ireland ad account.
Lucozade's decision to review its ad contract cements its commitment to advertising agencies, despite spending 18 months building an in-house creative team that was to shifting its content production, media and creative internally.
Lucozade’s head of marketing, Claire Keaveny, told The Drum back in May that while it has an in-house agency it still “relies quite heavily on its big creative agencies.”
She said that it was “about them working together.” While Lucozade depended on “Grey to come up with the big strategic ideas”, the remit of its in-housing agency had “stretched and it was doing more design work and reactive content creation.”
During the decade of overseeing the creative output, Grey London created a number of iconic campaigns for the sports drink brand, including this year's ‘The Three Lionesses’ for this summer’s Women’s World Cup.
In 2016, Lucozade Sport underwent a brand realignment courtesy of Grey that saw it shift from pure product marketing to launch the ‘Made to Move’ campaign that aimed to get one million people in the UK moving more by 2020.
Grey also created Lucozade's first long-form film, ‘The Next Move’, starring brand ambassador Anthony Joshua that dug into the power of coaching. It also surprised stagnant commuters with impromptu live stream fitness sessions at bus shelters.