Maxxium UK has appointed Tangible to handle a new £800,000 brief for fruit liqueur brand Sourz.

It is understood that the appointment was made without a pitch, having previously been managed by London based Notorious since 2007.

London-based Notorious previously managed a variety of projects for the Sourz brand, including the Zing City promotional campaign, and will continue to work as lead strategic agency on other Maxxium brands such as Jim Beam, Maker’s Mark, Treacher’s Scotch Whisky and the Sauza range.

Emma Heath, marketing controller specialisties, insight and innovation at Maxxium explained that the Sourz brand would benefit from ‘some fresh thinking’ to build on the momentum the company had already achieved with the brand.

“We’re pleased to be adding Tangible to our agency roster. Their response to our brief demonstrated real depth and breadth of original thinking that will allow us to develop campaign material that can be used through-the-line,” added Heath.

Richard Marsham, group managing partner at Tangible added that the client was clear that it was looking for an integrated response including a major role to be played through digital.