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Clemmow Hornby Inge has beaten TBWA/London and HHCL & Partners in

the final shootout for Britvic's £5 million Tango account.

CHI, the start-up agency founded last year by Simon Clemmow and Johnny

Hornby, the former TBWA executives, and Charles Inge, Lowe's former

executive creative director, was hired for its youth credentials and

strategic understanding of the brand and strong creative work, according

to Britvic's category director, Andrew Marsden. The first campaign is

due to break in early May.

HHCL is losing the account after more than ten years. The agency's

famous relaunch work for Tango in 1991 caused sales of Tango to soar,

enabling it to overtake its nearest rivals Lilt, Sunkist and Fanta.

Creative highlights included its "You know when you've been Tango'd"

campaign for the orange variant and "St George" for Blackcurrant

Tango.

However, sales fell sharply in the late 90s, and Marsden has been under

increasing pressure to reverse its fortunes since his arrival at Britvic

three years ago. Tango's biggest drop came in August 2001, when it

suffered a further 17 per cent year-on-year sales slump.

Marsden gave HHCL an ultimatum to come up with a revival strategy in

November 2001, but widened his search to include other agencies shortly

afterwards.

Marsden said: "CHI stood out with its strong strategic understanding of

the brief and hard-hitting creative response."

HHCL will continue to work on Britvic's Robinsons brand, which spends

£6.5 million above the line and includes brands such as Fruit

Shoot and High Juice.

Marsden said: "HHCL has created some world-leading advertising on Tango,

and has made a huge contribution to the success of the brand."

Hornby said: "We are delighted to be appointed to work on Tango; it is

such an iconic youth brand."