The assignment followed a competitive pitch. The company will develop a creative platform that works with the best endurance athletes to engage amateur ones in cycling and running. The brand is credited with fueling 320 elite sports teams, such as INEOS Grenadiers, Elite Running Team and Tottenham Hotspur, as well as Olympic winners.
Digital and social channels will be rolled out, activated via events and partnerships.
Sophie Lewis, Chief
Strategy Officer, M&C Saatchi London, said: “It’s rare to have the opportunity to work with a brand which has such an engaged and passionate community of customers, and we see huge
potential to further grow its customer base by leveraging its history.”
The win comes at a time of growth for M&C Saatchi London, which just hired Rachel Amess as head of integrated production in March.