LIFE named lead creative agency for Beefeater and Brewer’s Fayre
Sunday March 1, 2015 at 7:22pm
Integrated agency LIFE has been appointed by Whitbread, the UK’s largest hospitality company, as the lead creative agency for the Beefeater and Brewer’s Fayre pub restaurant brands. LIFE won the work following a competitive four-way pitch against Initials, BDNtwk and incumbent agency BBH. The agency will be responsible for delivering brand proposition, strategic planning, creative concepts and design of all restaurant communications, including external signage, menus and table talkers. It will also provide creative for the Beefeater and Brewer’s Fayre digital, social and PR channels. David Murdin, marketing director at Whitbread, says: “We needed an agency that would be able to take Beefeater and Brewer’s Fayre and turn them into two, powerful, clearly-defined, mid-market national restaurant brands. We were impressed by LIFE’s intelligent use of insight to inform creative proposals and how it would handle the strategic issues our brands face.” Ian Humphris, joint managing director of LIFE, observes: “This win plays straight into our heartland, consolidating our on-trade expertise and our extensive pub group experience. Whitbread responded very positively to our challenging approach to the strategic and creative challenges faced by these iconic brands.” LIFE is an integrated marketing agency with offices in London and Birmingham, founded in 2008. Its client list includes brands such as Dr Oetker, GSK, Molson Coors, Onken, SCA, Whitbread and Samsung. In January 2015, customer communications group Communisis PLC took a 100% stake in the multi-award-winning agency, in a deal with a total value of £23 million.