Mitchells & Butlers in agency rethink

Mitchells & Butlers in agency rethinkMitchells & Butlers, the company which owns All Bar One, Toby Carvery, Harvester and O’Neill’s, has launched a review of its digital and direct agencies just two years after appointing AIS London and Underwired to the business.
It is understood the move has in part been sparked by the company’s aggressive expansion plans, after acquiring 172 pubs from rival Orchid.
The deal, worth £266m, will see Mitchells & Butlers plough more than £35m into converting 96 of the outlets into its own brands.
AIS London and Underwired were both appointed without a pitch in July 2012 but this time the pub chain operator has drafted in AAR to help with the search. It is not known whether the two incumbents will be repitching for the chance to spearhead the account.
AIS has been working on a consultancy basis, developing strategies for email, social media and mobile channels, as part of plans to build closer relationships between the restaurant and pub operator and its customers.
Underwired has also helped the company to develop its digital customer engagement through an eCRM programme, as well as its customer data strategy.
Formed in 1898 by the merger of Henry Mitchell’s Crown Brewery and the William Butler’s Brewery, Mitchells & Butlers has annual sales of nearly £2bn. The group serves about 435 million drinks and 125 million meals each year.

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