CIA beats Universal to £1m Côtes du Rhône

Inter Rhône, the French consortium representing Côtes du Rhône 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.

Côtes du Rhône 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 Rhône 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 Côtes du Rhône wines among ABC1 UK wine drinkers.

Inter Rhône 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 Côtes du Rhône wines are different.”