Baileys calls global ad pitch for its £40m account

Baileys, the Diageo-owned Irish liqueur brand, has parted company with JWT and called a pitch for its £40m global advertising account.

The brand says it is carrying out the process as part of Diageo’s regular statutory review but JWT has opted not to repitch for the account. The agency has held the account since April 2008, when it beat Leo Burnett and Bartle Bogle Hegarty, the previous incumbent, to win the business.

Baileys’ relationship with its other roster agencies – Carat, Agency Republic and Chemistry – is unaffected by the review.

A Diageo spokesperson says: “We confirm we are undertaking a review of the Baileys global advertising assignment; this is in line with Diageo’s normal brand review processes. We will only be considering agencies on our well established roster. By mutual agreement JWT, the incumbent agency, will not be participating in this review. Diageo remain committed to JWT who do outstanding work on the Smirnoff and Blossom Hill brands. At this stage for reasons of commercial confidentiality we are unable to make any further comment on the list of agencies included in this review.”

Diageo recently promoted its UK marketing director Philip Almond to the newly-created position of global brand director for the Baileys brand.

The brand recently unveiled new activity for the spring season. This included sponsoring the new series of the TV show, Desperate Housewives from 27 January until June 2010 across Channel 4 and E4 and the launch of a £1m integrated marketing campaign for Baileys, to help drive awareness and relevance of the brand in the lead up to key spring occasions including Valentine’s Day, Mother’s Day and Easter.

According to AC Nielsen last year, Baileys was the number one spirit in household penetration, worth £14m in retail sales value. New TV advertisements for the brand are due to launch on Monday (8 March) and will run until Easter weekend. The advertisements have been created to inspire consumers to enjoy the perfect serve of Baileys during social occasions over Easter. 

Point of Sale items will also be available across all channels incorporating a premium Easter feel to increase the visibility of Baileys in store and prompt purchase.


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