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Published:  23 July, 2008

First Quench, the leading specialist drinks retailer, has appointed a team of external marketing agencies to increase consumer insight and brand delivery' in order to drive sales. Five agencies have been retained, along with one other agency which has been appointed on a project basis. They will cover a range of issues, including brand response, sales promotion, media buying and consumer PR, according to a company spokesperson. The agency review and appointments have been made within six weeks of the arrival of First Quench's new director of sales and marketing, Kevin Styles. The core agencies are IMP London, which will look after sales promotion for Thresher Wine Shop and Haddows brands, and Meteorite, which will concentrate on Wine Rack. Media planning and buying will be handled by Booth Lockett Makin. Shine will deal with the company's consumer PR and Harrison Troughton Wunderman will cover brand-response advertising. The retail merchandising strategy will be handled on a project basis by WorkshopRS, known for its work with Barclays and WHSmith. Styles said: We wanted to ensure that we had exactly the right agencies in position, designed to meet our requirements. We were looking for agencies who can work together as a team to achieve a totally integrated approach. We were also looking for retail pace as well as the individual expertise offered by the agencies themselves. The agencies selected will play a key role in taking First Quench onwards, with the delivery of a totally consumer-focused strategy building on the company's success over the last year.' Last month the company announced a 33 million profit, on the back of a 29 million loss last year. First Quench chief executive David Williams said: These agency appointments support the emphasis we have put this year on putting our customers first and using marketing as a fundamental part of driving our business growth. We now have the best agencies in place suited to our unique requirements as the UK's leading specialist drinks retailer.'