The beer and cider company, which owns brands such as Foster's, Kronenbourg, John Smith's and Strongbow, tasked EuroDirect with developing a single view of consumers and their affinities with key drinks brands.
EuroDirect will develop a central marketing database to combine the consumer data currently held at separate agency locations. Additional variables, such as detailing consumers' ages, lifestyles and purchasing behaviour, will also be added to the system.
This database will then be used to develop a marketing strategy, driving consumer loyalty and brand affinity.
Rick Lawrence, brand manager at Scottish & Newcastle UK, said: "Until now our data has been stored in numerous systems and locations. This exciting development will, for the first time, allow Scottish & Newcastle to take a consistent approach to data collection and analysis providing a joined up picture of our consumers."
John Dobson, managing director of EuroDirect, said the company was excited to add S&N as a client.
He said: "It's enlightening to see more and more FMCG brand owners supplementing their traditional marketing by directly engaging with existing consumers and prospective buyers."