CCD wins Macallan account

Campbell Doyle Dye (CDD) has been appointed by Highland Distillers to handle the $5m (£3.1m) global account for premium single malt The Macallan.

The appointment comes after a pitch understood to have involved CDD, DDB New York, Leith London, Claydon Heeley Jones Mason and M&C Saatchi.

The pitch was handled by the AAR and overseen by global marketing controller Matthew Turner, who was appointed last September (MW November 5, 2002).

The Macallan sells an estimated 250,000 cases worldwide with the US its biggest market, followed by the UK. Last year, it launched a £2.4m US advertising campaign, created by Abbott Mead Vickers. BBDO in London, but there has been no UK activity for several years. AMV also handles Highland Distillers’ blended malt The Famous Grouse.

WWAV Rapp Collins Scotland carried out a direct mail campaign promoting The Macallan to its existing database over Christmas. The mailing promoted a range of exclusive whiskies, including Vintage Macallan miniatures.

Highland Distillers is co-owned by The Edrington Group and William Grant & Son. Together with Remy Cointreau, Fortune Brands/Jim Beam and Vin & Sprit, Highland Distillers owns distributor Maxxium Worldwide.


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