BBH to repitch for 40m Baileys global ad account

Diageo is reviewing the 40m Baileys global advertising business, which is handled by Bartle Bogle Hegarty (BBH).

Diageo is reviewing the £40m Baileys global advertising business, which is handled by Bartle Bogle Hegarty (BBH).

It is understood the agency is repitching against sister roster agency JWT, which lost the account to BBH five years ago. The pitch will be led by the Baileys global brand director Sharon Keith.

The pitch will further weaken BBH’s grip on the Diageo roster. Johnnie Walker is the only brand that BBH continues to work on after it ended its 19-month relationship with Smirnoff Ice in 2006. The drinks giant consolidated the £20m Smir-noff business at JWT, allowing BBH to work with rival Inbev.

The Baileys business, including the flagship Baileys Irish cream liqueur brand, is worth an estimated £7m in the UK.

A spokeswoman for Baileys says: “We can confirm we are undertaking a review of Baileys global advertising, this is in line with standard Diageo review processes. We are talking to a number of agencies, including BBH, the incumbent agency.”

The latest AC Nielsen figures show an increase in value sales of Baileys of 10% when compared to the category at 2%. Volume sales are also up 19%.

Recommended

Dave secures major role in rebranding Five channels

Marketing Week

Five has appointed Dave, the Engine Group-owned branding agency, to spearhead a complete rebrand of the broadcaster’s portfolio of channels and properties. The agency will revamp the on and off-air identity of channels including the main Five channel, Five Life and download service Fivedownload, which is due to relaunch later this year (MW December 6, […]

Will Suso inject sparkle into carbonated drinks?

Marketing Week

With a growing number of retailers bemoaning the lack of new product development in the soft drinks market, it is little wonder that all eyes are on Suso, a new carbonated drink made with 100% fruit juice being launched by former Red Bull managing director Harry Drnec. Suso is being rolled out across the off-trade […]

Food campaigners call for total food ad for kids ban

Marketing Week

Junk food campaigners have applauded Government plans to reintroduce compulsory cooking lessons in schools but have renewed calls for a total ban on food advertising to kids. The Children’s Food Campaign, a lobby group supported by over 300 food and parent organisations, says it is “delighted” that the Government has recognised the need for all […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now