UDV reviews 30m creative brief

United Distillers & Vintners has begun the review of its 30m creative business, and is believed to be considering cutting its roster from seven to three agencies.

United Distillers & Vintners has begun the review of its 30m creative business, and is believed to be considering cutting its roster from seven to three agencies.

UDV is the spirits division of Diageo, formed from the merger of Grand Metropolitan’s IDV and Guinness’s United Distillers.

It employs IDV agencies Lowe Group for Smirnoff and Smirnoff Mule, Court Burkitt Company for Archers, Baileys, Malibu and Di Saronno Amaretto Liqueur and Young & Rubicam for Jose Cuervo and Croft sherry.

The United Distillers agencies include Leo Burnett, which handles Gordon’s gin, WCRS with Bell’s eight-year-old scotch whisky and “Classic Malts” and St Luke’s with Tony’s Freezer Cocktails. There are also a number of other agencies employed on some of UDV’s spirits brands. It has 24 UK brands.

It is thought that Lowe’s position is safe, but that other agencies could be axed in the centralisation.

UDV has confirmed that UK marketing director Tony Scouller, former marketing chief of IDV, has started the review of agencies. A spokeswoman says: “The review is happening, but no decisions have been made yet. We have no names or details.”

It follows last week’s decision to put the media buying for the business up for review. Mindshare, TMD Carat and Western International Media are involved in the pitch.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here