Irish beverage conglomerate C&C Group has appointed Edinburgh-based creative agency Leith as Tennent’s Lager’s new lead partner following a competitive pitch.
The move will see the agency lead on the popular Scottish beer brand’s brand creative strategy, communication and consumer campaign delivery.
Leith’s appointment comes at the conclusion of a competitive pitch process overseen by Ingenuity+ that purposely included exclusively Scottish agencies.
“We chose to invite agencies born in Scotland to participate in the Tennent’s pitch because of our firm belief in the strength of commercial creativity north of the border and we weren’t disappointed,” said Cara Chambers, chief marketing officer of C&C Group.
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“Every agency in the process demonstrated true creative excellence, passion and love for the Tennent’s brand, but the collaborative energy and ideas from Leith won the day.”
Work has already commenced on the account, with a new campaign due to be launched in 2026. London-based John Doe will retains its PR and experiential brief for brand.
Richard Marsham, group managing partner at Leith added: “Tennent’s coming back to Leith feels like an amazing homecoming.
“Leith have such a rich legacy of work on the brand from Caledonia through to the Red T campaign and we’re absolutely delighted that the Tennent’s team have entrusted us to help propel the brand forward in the next stage of its journey.”
