TBWA is tipped to lose the Miller Genuine Draft account – worth an estimated 3m – to its Dublin-based affiliate The Helme Partnership, and has been beaten to Seagram’s Captain Morgan’s Spiced Rum brand by a new agency, Ray Leach Orlov.
It is understood pan-European media planning and buying for the Miller Genuine Draft account will continue through Eurospace, the joint venture between TBWA and TMD Carat.
The Helme Partnership, which has been Miller Genuine Draft’s agency in the Republic of Ireland and Northern Ireland since its European launch there four years ago, is tipped to handle advertising for the UK and on the continent, where the brand’s presence has been growing. It fought off Miller’s other roster agency Rainey Kelly Campbell Roalfe to the task as well as TBWA.
Neither Helme nor Miller Brewing would comment on the decision.
Meanwhile, Seagram UK has appointed Ray Leach Orlov, the agency led by former Knight Leach Delaney principals, to its 800,000 account (Register-MEAL) for Captain Morgan’s Spiced Rum.