Maxxium UK appoints Life as lead shopper marketing agency

Independent integrated agency Life has been appointed lead shopper marketing agency by Maxxium UK – part of the global sales and distribution alliance between Beam Suntory and Edrington. Life will work on a number of brands within the portfolio including The Famous Grouse and Jim Beam.

Life picked up the account following a three-way pitch. It is the first time Maxxium UK has appointed a shopper marketing agency.

Life will provide strategic integrated marketing campaigns across both on and off-trade channels. The agency’s first task will be to develop and implement a Christmas campaign for the UK’s No.1 whisky brand, The Famous Grouse across on and off-trade.

Chris Richardson, customer marketing controller at Maxxium UK, who managed the pitch process, said: “Throughout the pitch process Life demonstrated expert knowledge and experience across both BTL and shopper disciplines. What ultimately clinched it was the agency’s use of shopper insight to back up proposals on how it would handle the strategic issues facing our brands.

“This appointment symbolises a significant step forward for Maxxium UK and will play a vital role in supporting the customer marketing team which we have been developing and forming over the past couple of years. We look forward to seeing how Life can help us build our brands.”

Ian Humphris, joint managing director of Life, said: “This is a great win for Life. Maxxium is a really progressive business and recognised the value in our ‘marketing first, comms second proposition’. We offered to help them build their brands as marketers – and they agreed.”