Soft drink brand Vimto has named McCann as its new lead creative agency.

McCann won the account following an open call, and it will help the brand connect with its existing audience base. The agency has also been tasked with reaching out to new audiences.

It  will be responsible for delivering a fully integrated strategy, creative, production and communications planning.

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Jenny Powell, brand controller at Vimto, said: “The McCann team demonstrated a real passion for the brand and a desire to create great work collaboratively. We have over 100-years of history to build upon and I look forward to writing the next exciting chapter together with our agency.”

Andy Reid, managing director at McCann Bristol, added: “We’re over the moon to work with the Vimto team – it’s a truly remarkable brand with a real place in British culture. Balancing what has come before with their ambitious future plans has led us to an emotionally rich and distinctive platform. We can’t wait to share it with the world.”