United Biscuits (UB), has appointed digital communications agency Inbox Digital, a member of Digital Marketing Group plc, the AIM-listed digital direct marketing company as its digital agency.

The agency will develop the digital strategy for UB’s full brand portfolio including McVitie’s, Hula Hoops, McCoy’s, McVitie’s Jaffa Cakes, Jacob’s and go ahead!

Commenting on the appointment, Oliver West, Marketing Controller, McVitie’s said, "Inbox Digital impressed us with a sound, highly strategic business case and first-class creative ideas. We’re excited about working with them to develop strong consumer communications for our well-loved brands via new technology channels. And, crucially for us, their membership in the Digital Marketing Group will enable us to apply clear strategies across all of the digital channels."

Inbox Digital was appointed following a competitive three-way pitch. The account covers online advertising, web and microsite development, mobile marketing, e-CRM and creative, as well as online media strategy. Initially the agency will work on an e-CRM campaign for the go ahead! snack range.

Matt Ramsay, business development director at Inbox Digital commenting on the win said, "We’re thrilled to be charged with leading United Biscuits’ digital strategy. It’s a fantastic win and we’re looking forward to working with our Digital Marketing Group partners to bring the benefits of our combined digital expertise to their business."