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.