Top Story

e4m_logo.png

Home >> International >> Article

International: Allied Domecq shifts $478m ad and DM business in global realignment

01-November-2001
Font Size   16
International: Allied Domecq shifts $478m ad and DM business in global realignment

Liquor manufacturer Allied Domecq has overhauled its global ad and direct marketing roster, shifting business worth around $478 million.

Effective November 1, the realignment – instigated by chief marketing officer Kim Manley – sees several agencies pick up global duties for Allied’s key brands, replacing a roster which varied between markets.

A trio of networks gain worldwide creative duties: Bates Worldwide picks up Ballantine’s whiskey and Tia Maria liqueur; BBDO Worldwide – already US incumbent on Stolichnaya vodka – will handle the same brand on a global scale plus Beefeater gin and Kahlua liqueur; and d-rush in New York, jointly owned by Interpublic Group and hip hop impresario Russell Simmons, has been handed Sauza tequila and Courvoisier cognac.

Media planning and buying around the world goes to Optimedia, four-year incumbent on Allied’s European business, with assistance from sibling network Zenith Media in some markets.

Bates’ Cordiant Communications stablemate 141 will handle global marketing services for all core brands and be “heavily” involved in developing strategy. Under the realignment, Allied becomes one of Cordiant’s five largest worldwide clients.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign