Bulmers is searching for a marketing services agency as it steps up its battle with rival Magners.

The over-ice cider brand is looking for an agency to handle a series of activity, including sales promotion and experiential work, to help it achieve standout in the on-trade market.

The Scottish & Newcastle-owned brand is already in discussions with agencies regarding the £2m brief; the search is being handled by creativebrief. A decision on the appointment is expected before the end of the year.

The review follows an effort by S&N to promote its portfolio of cider brands, which includes Strongbow Sirrus and Jacques, through the year via on-trade and experiential drives. In June, Bulmers targeted more than 7500 outlets with an experiential campaign called, the 'Cider Hit Squad', which ran until September.

In July, the company introduced Finnish cider brand Upcider Pear, and the following month it launched Bulmers Original Draught in the UK market. Its roll-out was supported by branded Bulmers glasses and ice scoops.

Rival Magners has enjoyed a successful period of growth in recent years, but following a period of flat sales, it is looking for a UK managing director to spearhead growth (Marketing, 21 November).

The UK cider market is set to reach £1.7bn by 2011, according to Mintel, a growth rate of 4%. The market leader is S&N's Strongbow brand, but in research conducted by BMRB last year, 50% of consumers said they would never consider drinking cider.