…as agency wins 3.5m UDV task

Lowe Howard-Spink has picked up the UK Bailey’s and Malibu accounts, worth a combined total of 3.5m (ACNielsen-Meal), from Court Burkitt & Company as a result of UDV’s global advertising review.

UDV is pushing international brands into international networks and the Lowe Group already handles Bailey’s, Malibu, Smirnoff and Sheridans outside the UK.

UDV UK marketing controller Tim O’Donnell says: “The strategy is to maximise brand synergies across all markets.”

In response to its increased responsibility on the UDV roster, Lowe & Partners Worldwide has appointed Rae Burdon to the newly created position of worldwide account director on its UDV business. Burdon was previously deputy managing director of McCann-Erickson in London.

Leo Burnett and J Walter Thompson are the two other networks likely to benefit from the shake-out.

But CBC, the agency which launched Malibu in the early 1980’s, will not go away empty handed. It has won the 1.5m Bell’s whisky account from WCRS and O’Donnell says there are no plans to move the Archers brand from CBC at present.

“It is an international brand but it is handled out of the UK heartland by CBC. Archers is growing in places like Ireland and South Africa but the UK is still by far the biggest market,” adds O’Donnell.

WCRS has retained the Classic Malts, a UDV brand, but it is understood that advertising for this brand will be reviewed shortly.

Still to be decided is UDV’s 30m media account. Western International Media and TMD Carat are the final two in the running since Mindshare was knocked off the shortlist.

Latest from Marketing Week


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


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.


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.


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 3703 or email customerservices@marketingweek.com

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