Inter RhÃÂ´ne, the French consortium representing CÃÂ´tes du RhÃÂ´ne wine makers, has appointed CIA UK as its first media agency to handle consumer advertising. The account is understood to be worth £1m.
CIA UK won the business in a two-way pitch against Universal McCann. CIA Le Lab has been handling media for the wine-making region in France for several years.
CÃÂ´tes du RhÃÂ´ne accounts for about 80 per cent of the total wine production in the eponymous area.
CIA UK joint managing director Andy Martin says: “We are looking forward to building the UK profile of a world class product.”
Inter RhÃÂ´ne has also appointed Toybox as its first creative agency to handle its consumer advertising. An above-the-line campaign is due to start in May.
Toybox was among five unnamed agencies shortlisted for the brief to raise awareness of CÃÂ´tes du RhÃÂ´ne wines among ABC1 UK wine drinkers.
Inter RhÃÂ´ne marketing and advertising director Philippe Verdier says: “Toybox has managed to redefine wine advertising, particularly for French wine.
“Research has shown us that consumers find the new campaign original, dynamic and amusing while communicating that CÃÂ´tes du RhÃÂ´ne wines are different.”