Lucozade is an iconic brand with a rich heritage of producing outstanding creative campaigns.

Helping them appoint a new creative partner was consequently both an exciting and daunting task for us, the clients and the agencies.

Because of the nature of their business, we had a number of stakeholders to satisfy, all with different needs of an agency. These included different brands, different countries and in-house teams including Procurement and an internal creative resource.

We therefore fashioned the pitch programme to ensure that all parties were involved, but that we didn’t end up with a lowest common denominator choice. Following a series of initial Chemistry Meetings, we arrived at a shortlist of agencies which was the equivalent of a Champions League Semi Final in footballing terms.

The resultant pitches were subsequently of an extremely high calibre with Adam&Eve/DDB finally coming out on top and lifting the trophy and we look forward to seeing both the work and the relationship go from strength to strength.

Commenting on the review, Lucozade’s Senior Brand Manager said:

“We have been thrilled with both the nature and result of our recent agency pitch and are very grateful for AAR’s role within it. This year, we set out to find a new creative partner for Lucozade, with a brief that spanned creative, ways of working and a complex strategic challenge. Martin and the AAR team guided us through these different dimensions, becoming a trusted partner who supported, challenged and fundamentally got under the skin of our business. 

Martin was skilled in enabling us to get to the heart of what each of us and our stakeholders were looking for in an agency partner and to adapt our process accordingly. Our briefing was thoroughly tailored for our business and ask and in the final stages of the process we nuanced our ask for each of our final agencies.

 Fundamentally it is a pleasure to emerge from our pitch experience not only with our new agency partner, but also with a brilliant lasting relationship with the AAR team.”