McCann Manchester has been appointed by electronics component distributor Farnell element14 to deliver a pan-European communications brief.

The agency has been working with Farnell element14 on a project basis for the past 16 months, working on several loyalty initiatives including an online retention programme called the Power Circuit, which has been rolled out in 13 markets across Europe.

McCann will now develop and deliver an integrated communications strategy and support with a specific focus on customer loyalty and retention.

Farnell element14, established in 1939, is part of FTSE250 company Premier Farnell plc.

Alan Paterson, Farnell element14’s European sales and marketing director, said: “Over the past 12 months the McCann team has demonstrated an incisive grasp of our business and market and has been able to translate that insight into programmes and campaigns that are driving hard business results for us.

“We believe this ability coupled with their global network will enable us to drive success at scale on an international basis.”

Graham Todd, group account director and leader of McCann Manchester’s B2B practice, added: “Our proven track record of working with international companies in the business to business space means we are ideally placed to help Farnell element14 meet both the challenges and opportunities they face.

“We are delighted that our work over the past 12 months has been consolidated into an ongoing relationship.”

McCann’s have recently won other B2B briefs from Fellowes, Lafarge Tarmac, SIG and WorldPay.