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March 30, 2007

MCCA guides innocent to new brand experience agency

innocent drinks, the makers of 100% pure fruit drinks, has appointed Sledge as the live brand experience agency for its Fruitstock festival following a four-way pitch.

The pitch, handled by the Marketing Communication Consultants Association’s (MCCA) Search and Selection service, involved a comprehensive evaluation process that eventually saw four agencies invited to formally pitch for the business.  
The live brand experience account, worth almost £1.5 million, aims to take innocent’s Fruitstock festival, now in its fifth year, to the next level whilst simultaneously keeping the event firmly in touch with the brand’s roots.



Opportunity Knox: MCCA's Scott Knox believes the body's
agencies are about where marketing can go, not stuck
in the dogma of discipline agendas of the past


Commenting on the pitch, MCCA managing director, Scott Knox said: “This is a great win for Sledge. Forward-thinking brands like innocent need future-thinking agencies like those in the MCCA membership. Our agencies are about where marketing can go, not stuck in the dogma of discipline agendas of the past.”

Ian Irving, sales & marketing director of Sledge, said: "Fruitstock is a great example of how powerful brand experiences can be. We are looking forward to evolving the concept and finding ways of using it to reach new audiences."



Driving experience: Sledge's Irving is looking
forward to moving Fruitstock forward

Gareth Helm, marketing director of innocent drinks, said, "We were extremely impressed with the pitching process and Sledge's credentials and we're really looking forward to working with them on our summer activity."

The MCCA Search and Selection Service has been designed to help create the “perfect client-agency relationship”. The service is a time saving, highly confidential and professional way to shortlist and select the right agency for the job, with experienced consultants on hand to guide clients through the review, tender and pitch process.


Sledge's appointment does not effect the role of innocent main experiential agency, BEcause.

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