Irn-Bru owner AG Barr has sparked something of a Scottish rebellion after confirming it has ended its three-decade relationship with Edinburgh-based The Leith Agency to move its advertising and marketing account to London-based Lucky Generals.
The appointment, which has been lamented by the likes of the Scottish Sun, the National Scot and Daily Business, follows a change in management at the drinks company, with AG Barr’s long-serving chief executive, Roger White, stepping down last year.
Edinburgh-born former Superdry, Co-op, and Saga chief Euan Sutherland succeeded White in May.
Lucky Generals won the pitch for Irn-Bru and sister brand Rubicon, after beating off London rivals Uncommon Creative Studio and St Luke’s.
The Leith Agency executive partner Ed Brooke said: “Leith and Irn-Bru has been a phenomenal partnership. Very few client-agency relationships last 29 years. And this one has been special. Together, we’ve created some famous work for a brand that truly deserves it – always pushing boundaries, always up for a laugh.
“They say all good things come to an end, but it won’t change the way we feel about Irn-Bru. It will always be a brand we love and will forever be a part of the Leith story. May your advertising always remain Original and Best.”
The Scottish Sun quoted an insider as saying: “The team want to put their stamp on the brand. Jumping ship to an English ad agency suggests bosses are keen to increase their presence south of the border.”
AG Barr director of marketing Lucy Henderson commented: “We’ve had a long and successful relationship with The Leith Agency. However, as our business continues to grow and evolve, we took the decision to look at what a range of agencies could offer us.
“Following an incredibly competitive pitch process, we’ve decided to go in a new direction with the appointment of Lucky Generals, subject to contracts being completed. We’re confident that Lucky Generals will deliver creative work that embodies what people know and love about the brand for the next chapter of Irn-Bru.
“We’ll be working with Leith until the summer on some exciting campaigns as part of a smooth transition to the new agency. We’re immensely grateful to Leith for its talent, dedication and creativity, which has played a major role in the popularity of our campaigns for many years.”
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