Toffee chief executive Margot West and a team of seven others will join Boymeetsgirl this month after around eight months of negotiation. West will join as managing partner for the entire below-the-line business, which also includes Kraft, Buena Vista and Chrysler on its client list.
Work on the Stella account will cover the below-the-line spectrum including direct marketing, promotions and events.
As well as Stella, Boymeetsgirl S&J will also work on smaller Interbrew brands such as Becks.
The acquisition of Toffee is the second Boymeetsgirl has made since Andy Law, the former St Luke's chairman, and Kate Stanners relaunched Springer & Jacoby London as Boymeetsgirl S&J last summer.
Earlier this year the agency took over design agency Foundation 33.
Stella Artois came in as the leading lager in the UK in a drinks industry trade magazine report last year. Its consistent advertising strategy through Lowe was credited with driving its success. In the year to July/August 2003 the lager brand topped the Off Licence News chart of carry-out beers with sales of 拢438.7m, more than double the amount spent on runner-up Carling.
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