AG Barr appoints VCCP Media as media agency of record 

VCCP Media will handle the drinks portfolio’s media planning and buying

Beverage company AG Barr has today announced the appointment of challenger media agency VCCP Media as its media agency of record across its entire portfolio of drinks. AG Barr is home to some of the UK’s most-loved drinks brands including Irn Bru, Rubicon, Fentimans, Frobishers, BOOST and Bundaberg. The 150-year-old, fabric of the nation drinks company is known for building big brands, delivering ‘big flavour behaviour’ across its portfolio brands – household names within their own right. Following a phase of ‘strong financial delivery and strategic progress’, AG Barr reported a 4% rise in revenue in 2026.

After seeking a strategic partner to help continue its growth, AG Barr has appointed VCCP Media who will be responsible for all UK media planning and buying across AG Barr’s catalogue of iconic brands. The appointment follows a competitive pitch process managed by Tina Fegent, which saw VCCP Media go up against incumbent agency, the7stars, MG OMD and Goodstuff. The agency demonstrated how integrated media planning can spark disruptive growth for brands looking to challenge their respective categories, with the winning strategy focused on “big flavour behaviour”, rigorous modelling, a suite of advanced tools and a shared mindset of finding a true partner not afraid to challenge conventions.

Kieran McGrath, Managing Director of Marketing and Commercial Growth at AG Barr Group said: “After an incredibly positive and thorough media agency pitch process we have made the decision to appoint VCCP Media. We believe they are the team that will support us to deliver our next chapter of growth and share our  vision on how to build and activate our brands. We saw smart, passionate, knowledgeable and, at times, funny people who are a great fit with  the AG Barr culture”

James Shoreland, CEO of VCCP Media added: “We are incredibly proud to welcome AG Barr to VCCP Media. Home to some of the UK’s most loved and defiant drink brands, AG Barr is at an exciting inflection point, and wanted a partner that wouldn’t just play it safe. We’re ready to challenge the market together. It’s a massive win for us and a partnership we can’t wait to get stuck into.”

The appointment marks another significant win for VCCP Media, adding to a strong momentum of recent growth alongside recent media wins such as Popeyes, JoyBuy and Evergreen. Work will begin immediately with the first campaign due to go live next year.

Source: AG Barr

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