Shine was one of five agencies appointed to assist the firm's marketing, defeating QBO, Chambers Cox PR, The Red Consultancy, and Clarion Communications in the process.
Styles said Shine would be working on a retained basis as part of First Quench's efforts to ensure that its off-licences had a high consumer profile: 'We need to chase down unplanned purchases as well as planned shopping. In the past few years we have only looked at planned sales, an area in which the supermarkets do particularly well,' he said.
First Quench's search for an agency was handled by agency selection firm The Haystack Group.
Styles said the firm had put a lot of effort into cutting costs and operations following its acquisition by Nomura last year, enabling it to invest in a consumer push now.
The firm had previously used Chambers Cox as its interim PR agency during the course of the review, having used Cohn & Wolfe on a project basis last year.