RUBICONPHD Media has been appointed by Rubicon, the AG Barr-owned juice brand, as its ‘ethnic media agency’, replacing the independent ethnic media specialist Fantasia.

Fantasia, based in Watford, specialises in advertising and promotion of products and interests related to the needs of South Asian communities across the world.

Rubicon, which was launched in 1982 was  acquired by AG Barr in 2008.  The brand claims it is the UK’s leading ‘exotic juice’ drink.

The new business will be run from PHD’s Manchester office, which PHD has worked with AG Barr since 2003 on its wider brand portfolio across all other media.  OMG Ethnic, Omnicom Media Group’s specialist ethnic marketing consultancy based in London will work alongside the PHD team.

Adrian Troy, head of marketing at AG Barr said: “A key component of Rubicon’s ongoing success is the integration of its ethnic and mainstream marketing strategies. These appointments will allow us to draw upon additional expertise in both areas to do just that.”

Dani Briers, managing director of PHD in Manchester added:  “Being appointed to look after the ethnic media by a brand whose heritage lies in this area is of massive significance to us and Rubicon.”

PHD takes over the account this month.