McBride, the manufacturer of household and personal care products, has appointed driven to work on brand development and communications.

The agency's first task will be to work on the company's Surcare brand, which comprises laundry products, fabric conditioners and washing up liquid and competes against the likes of Persil, Arial and Fairy.

McBride's Lyndsay Jones said the company has "ambitious plans" for the Surcare brand next year.

"Surcare is a really strong product with a tangible point of difference. Creating the right framework will be fundamental to delivering success," she said.

Driven's Nick Brookes added: "Not only has Surcare got the potential to become a real challenger brand in its category, but the McBride team wants to create some real traction behind the company’s wider branded portfolio."