TBWA Worldwide has snatched Seagram’s &£30m Martell Cognac global advertising account from incumbent Ogilvy & Mather.
The third agency on Seagram’s roster, Grey Advertising, which handles Mumm Champagne, also lost out in the three-way pitch.
The account will be handled from TBWA’s London office, with creative contributions from the New York office.
Seagram has earmarked Martell as a brand for international growth. The company wants to attract younger drinkers.
The campaign is expected to break in the middle of this year and will include print, radio and TV ads.
John Bilello, group head for Martell Cognac at the Seagram Spirits and Wines Group, says: “TBWA Worldwide’s work is outstanding and we look forward to bringing Martell Cognac’s global advertising to life with them.”
O&M handles several smaller Seagram brands, including Glenlivet whiskey, Perrier Jouet Champagne and Sandeman port.
But industry insiders believe the loss of the Martell account, which was handled from the agency’s Hong Kong office, puts into question the agency’s future relationship with the spirit company.