AnalogFolk will now be responsible for overarching digital strategy, creative, content, social and digital innovation for the Lucozade brand. The agency will work alongside Grey London (above-the-line) and MediaCom (media) on the account with immediate effect.
Digital marketing for Lucozade Energy and Lucozade Sport was previously handled by a number of agencies. LRS will continue to use its in-house digital resource to work on social and content as part of an integrated model.
Rick Oakley, Head of Digital at Lucozade Ribena Suntory, said: "We’re very pleased to appoint AnalogFolk as our digital agency for Lucozade. Their creative application of digital through the line underpinned by a strong strategic approach and understanding of our brand goals were key factors in our decision."
Dave Stratton, Lucozade’s Brand Development Director, said: "2015 will be a massive year for the brand with huge plans for Lucozade as we continue on our growth trajectory. AnalogFolk will help us to take these plans to the next level and land some really ground-breaking, famously effective work going forward."
Bill Brock, Founder and CEO at AnalogFolk, commented: "Lucozade is an iconic British brand with a rich heritage, as well as a proven culture of creativity and a passion for innovation in digital. We’re hugely excited and immensely proud to have been appointed to work on the business."