Restaurant, pub and bar operator Mitchells & Butlers has appointed digital agency twentysix (26) to manage its media planning and buying across its full brand portfolio.
Well-known brands under the M&B umbrella include Harvester, All Bar One, Toby Carvery and Browns. The group turns over £2.2bn in annual revenue, and employs over 44,000 staff nationwide.
The win follows a competitive pitch process run by AAR which saw 26 enter the final stage against incumbent Havas Media Group, who re-pitched as Search Laboratory, The Specialist Works and Croud.
26 will be responsible for programmatic media, paid social, SEO and partnership marketing across a number of Mitchells & Butlers brands.
Sarah Gamble, head of digital marketing at Mitchells & Butlers, said: “We were really impressed by 26’s strategic and data-driven capabilities, as well as their passion for our business. We’re excited to embark on this partnership as we move into our next phase of digital transformation.”
Alex Blaikley, media director at 26, added: “The opportunity to work with Mitchells & Butlers and such well-loved brands is a privilege. After a challenging three years for the industry, we’re excited to bring our breadth and depth of expertise to the fore to drive marketing transformation and growth across the M&B portfolio.”
26 employs over 150 people from offices (and homes) across Leeds, London & Manchester.
