Magners Cider Appoints ARK Agency to Handle Brand Strategy and Communications

Leading premium drinks company C&C Group plc has appointed ARK Agency to work on its Magners brand. ARK Agency won the business against a number of agencies in a competitive pitch, handled by Creativebrief.

Tasked with handling brand strategy and communications for the brand in the UK markets, ARK Agency will first create an above the line campaign, for Spring 2025.

Cara Chambers, chief marketing officer, C&C Group said, “Magners is a much loved, much storied brand and a jewel in our portfolio. We saw some great thinking from some great people across a number of agencies, but throughout this process ARK Agency showed us an ambitious vision for Magners that matches ours. We are very excited by what this partnership will bring to Magners in 2025 and beyond.”

Jane Parlon, group director brand marketing, C&C Group added, “2025 is a big year for Magners and for our cider portfolio at C&C Group. The team at ARK have the right model, energy and creativity to help us deliver the step-change in approach that we need to bring some fizz back to the cider category.”

Mat Goff, co-founder, ARK Agency said, “Cara, Jane and the whole team at C&C have big plans for Magners and we are absolutely delighted to be partnering with them.” 

Mike Wilton, co-founder, ARK Agency said, “Magners is an iconic brand with an iconic history. Together we are going to bring the energy back to the Magners brand and put it back where it belongs as the leader in this category.”

"This was a fast-paced and collaborative process that prioritised partnership, model and cultural fit. Congratulations to ARK. We are excited to have brought these two passionate, high-energy and ambitious teams together and look forward to seeing the impact this partnership has on putting the Magners brand back where it should be." said Charlie Carpenter, CEO, Creativebrief.