Lucozade, the soft-drinks brand, has appointed AnalogFolk to handle its UK digital marketing account after a competitive pitch.
The agency will oversee digital strategy, creative, content, social and digital innovation for Lucozade Energy and Lucozade Sport.
The business was previously managed by a number of agencies, supported by in-house resources. The Lucozade team will continue to work on some social and content activity. Grey London remains its ad agency.
The win means AnalogFolk has had to resign the Rockstar energy drink UK account.
Dave Stratton, the brand development director at Lucozade, said: "2015 will be a massive year for the brand, with huge plans for Lucozade as we continue on our growth trajectory. AnalogFolk will help us take these plans to the next level and land some really groundbreaking, famously effective work."
The review process began in December 2014.
Bill Brock, the founder and chief executive at AnalogFolk, said: "Lucozade is an iconic British brand with a rich heritage, as well as a proven culture of creativity and a passion for innovation in digital."
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