Cogent Elliott picks up £2m Cafédirect account

Cafédirect: it has picked Cogent Elliott to handle its ad account
Cafédirect: it has picked Cogent Elliott to handle its ad account

Cafédirect, the ethical hot drinks brand, has appointed Cogent Elliott to handle its UK ad account after a competitive three-way pitch process.

The £2 million account includes TV, print and online activity.

The incumbent is Brothers and Sisters, which did not repitch for the account. Brothers and Sisters picked up the business in 2011 from Albion London.

Paola Bassi, the marketing director at Cafédirect, said: "Cogent is the ideal partner to step change our brand performance and impressed with its capabilities, attitude and fit."

The agency has been tasked with creating an integrated campaign to push brand growth as Cafédirect reports "a record 2015 with strong growth ahead of its branded and own-label competitors".

Mike Phillipson, the chief executive at Cogent Elliott, said: "Cafédirect has an amazing business model and ethic that distinguishes it from the rest of the sector, which we will look to amplify."

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