JWT takes 40m Baileys account from BBH

JWT as won the 40m global Baileys account from incumbent Bartle Bogle Hegarty. The win is a boost for the WPP Group-owned agency after it lost the business to BBH five years ago.

JWT as won the £40m global Baileys account from incumbent Bartle Bogle Hegarty. The win is a boost for the WPP Group-owned agency after it lost the business to BBH five years ago.

The agency won the account after a final round against Leo Burnett and BBH. Fallon was knocked out of the pitch as before it went to the research stage. The appointment was overseen Baileys global brand director, Sharon Keith.

BBH will remain on the Diageo roster and will continue to work on Johnnie Walker. The loss will come as a blow to the agency, which lost the Smirnoff Ice business to JWT in 2006. The Baileys business is estimated to be worth £7m in the UK (MW.co.uk January 24).

Agency Republic was recently appointed as Baileys’ digital advertising agency.
The appointment follows Diageo roster agency Tribal DDB being handed a brief to bring a number of Diageo brands, including Baileys, Guinness and Gordon’s Gin, closer together to increase customer loyalty.