Jameson hires TBWA to handle youth drive

TBWA/London has been appointed by Pernod Ricard Brands UK to handle the advertising for its Irish whiskey brand Jameson.

The French drinks company, which produces and distributes spirits and wine brands throughout the world, held preliminary talks with agencies about the brand at the end of last year.

It is understood that the Jameson business will be handled within an as yet unnamed subsidiary of TBWA, which pitched against Team Saatchi and Malcolm Moore Deakin.

The global creative account is currently split between TBWA Italy and BDDP Paris.

Pernod Ricard aims to entice younger and more sophisticated drinkers to the Jameson brand, and is likely to increase its marketing budget. The company spent slightly less than £1m in the year to September 2001 (AC Nielsen/MEAL).

TV advertising has not been ruled out for the new campaign, though it is believed activity will centre around cinema, press, poster and ambient advertising.

The UK appointment will not affect international arrangements for Jameson Whiskey, and the media account in the UK will continue to be handled by Media Planning Group.

Other brands marketed by Pernod Ricard include Havana Club, Larios Dry Gin, Martell, Dubonnet, Wild Turkey, Jacob’s Creek, Bushmills and Chivas. The company doubled in size in 2001 when it purchased a large part of Seagram’s spirits division.

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