The Loewy-owned consumer tech outfit pitched against Lexis and Bite for the lucrative PhotoBox account. It will handle media relations and digital comms on a retained basis, as well as additional projects, stunts and events.
'Our brief is to drive uptake of new products and services over the coming months, strengthen the brand's homeland and push it into new sectors of the media,' said Custard MD Stu Campbell.
Campbell, with the help of Custard creative director Rupert Walker, will lead a team of five on the account. Walker said that the Custard team would be targeting print journalists and key bloggers alike. 'We are turning the traditional approach to running a press office on its head,' he said.
The PhotoBox website allows customers 1,000MB of free storage to upload photos, share albums with friends and family, order prints and create gifts such as photo books and stickers.
The company was launched in 2001 and has since attracted more than two million members. PhotoBox and its French sister company have the capacity to print over a million photos a day in their London and Paris labs.
The Custard team will report to PhotoBox marketing director Lawrence Merritt. The incumbent agency was London integrated comms outfit More2, which did not re-pitch for the account.
PhotoBox joins a client roster at Custard that includes mobile back-up service Mobyko (PRWeek, 17 January).