Diageo has appointed Tullo Marshall Warren (TMW) as its below-the-line agency to handle the relationship marketing for its premiums range, beating off competition from EHS Brann and KLP Euro RSCG.
TMW will begin work this year on the premiums brands, which include Tanqueray gin, Johnnie Walker Black Label and its classic malts range, but the main thrust of the marketing programme will start in 2004. Diageo declined to comment on how much the business is worth.
The appointment will not affect Diageo’s existing direct marketing roster, which includes Chemistry Group, Craik Jones Watson Mitchell Voelkel and Triangle Communications. TMW already handles below-the-line work for Diageo’s Guinness and Smirnoff vodka brands.
The relationship marketing account is one of a number of reviews being carried out by Diageo this year. In July, the company invited incumbent Saatchi & Saatchi to repitch for its Archers Aqua account against Bartle Bogle Hegarty (BBH), Fallon and Mother.
Abbott Mead Vickers.BBDO was also appointed in July to handle Diageo’s multi-million pound responsible drinking advertising account. The agency won the business after a six-way pitch against other roster agencies J Walter Thompson (JWT), BBH, Saatchi & Saatchi, Mother and Miles Calcraft Briginshaw Duffy (MW July 3).
Diageo is also talking to incumbents JWT and BBH about its Baileys Original Irish Cream Liqueur account. It is unclear at this stage whether JWT will be replaced or if a second place on the roster will be created.