Partners BDDH has won a place on the Seagram drinks roster by securing the 2m UK creative account for Morgan’s Spiced Rum.
The agency joins Grey, Ogilvy & Mather and TBWA Simons Palmer on the international drinks giant’s UK roster.
It is understood that Partners BDDH pitched against Grey, Mother and Wieden & Kennedy for the account. Incumbent Ray Leach EMO was not invited to repitch. Partners BDDH is to work on a strategic repositioning for the brand.
It is understood that Seagram will use the product’s provenance and attributes to reposition the brand rather than emphasising its fashionable image.
The product is made from dark rum that is imported from Jamaica and then has the spice added when it gets to the UK.
It is sold under different brand names around the world and is understood to be the fourth most popular spirits brand in Scotland.
Traditionally, Morgan’s Spiced Rum has focused its media budget on magazines, bus shelters and radio.
Media is bought through New PHD and the account has not been affected by the review.
Seagram’s other brands include Absolut vodka, Martell Cognac, Chivas Regal and Glenlivet.