The agency fought off Manning Selvage & Lee in a two-way scrap for the account from the biscuit giant's overseas arm United Biscuits International Sales (UBIS). It becomes the first agency to handle a global consumer and trade brief for United Biscuits.
The new brief will see Weber Shandwick establishing iconic brands such as McVitie's biscuits and laun-ching new products in emerging markets from Saudi Arabia to Sweden. The first focus will be on UBIS's flagship McVitie's brand, but may move on to Carr's Water Biscuits, Jacobs, Go Ahead and McCoy's crisps.
Despite being led from Weber Shandwick's London consumer division, the brief includes every country except the UK.