LONDON — We Are Social Milan and Citizen Relations London have won a three-way competitive pitch to coordinate Sanpellegrino’s global integrated campaigns, handling traditional and digital PR across its drinks brands.

The brief, previously held by Ketchum, is the first joint win for the two sister agencies in the Beijing-based BlueFocus group. The team will offer strategic and creative support across the Italian drinks company’s premium S.Pellegrino and Acqua Panna mineral water brands, and Sanpellegrino sparkling fruit drinks and iced teas.

As well as developing PR strategy, We Are Social and Citizen Relations will coordinate work carried out by local PR agencies in around 40 markets around the world. A key element of the brief is identifying influencers in each market to amplify brand messaging and reach new consumer audiences.

Citizen Relations London already has a number of food and drinks brands in its client portfolio, including Dr Oetker, Gourmet Burger Kitchen and Clarence Court eggs.

Director Daisy Pack told the Holmes Report: “Sanpellegrino is a lovely brand to add to our growing stable of mass market and premium food and beverage brands. They have recognised that to integrate traditional and digital PR, a high level of strategy and creativity is needed to bring the two together. We’re working on various campaigns across the brands, and each has different objectives and audiences. It’s a hugely interesting brief.”