Marston's hires Shine Communications to drive social strategy

Shine Communications has been appointed as the digital agency for the beer division of brewer and pub operator Marston's, following a four-way pitch.

Marston's: Sees digital platforms as key to engaging a new, younger audience
Marston's: Sees digital platforms as key to engaging a new, younger audience

This is the first time Marston's has hired an agency to manage its digital strategy. Its social media was previously handled by the company's PR agency, Vital.

Shine will be responsible for development of the brand’s social media presence and the delivery of digital campaigns to support wider marketing initiatives throughout 2015.

Key campaigns will include promoting Marston’s as the official beer of the England cricket team, its partnership with cricketer Jimmy Anderson and the brand’s newly launched New World Pale Ale.

Gaynor Green, marketing manager at Marston’s, said: "With the addition of New World Pale Ale to our portfolio, digital platforms will be key to engaging a new, younger audience.

"Shine’s analytical and creative approach to social media and influencer identification will ensure that our digital activities are fully integrated with our marketing programme and help our loyal fans feel even closer to the brand."

Shine managing director Lawrence Collis said: "We’re really excited that Marston's is joining our growing digital team, which now accounts for over 40 per cent of our income. While we will be working closely with Marston's other marketing agencies to ensure all aspects of its 2015 campaign are amplified through social media, we will also be helping it to create a database of key influencers to help inform and adapt its campaign in real time."

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