Top Story


Home >> International >> Article

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

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.


Aparna Bhosle, Business Cluster Head - Premium & FTA GEC channels - ‎ZEEL, on its new property, sponsors, investment on acquisition and response to BBC First

In an interview with exchange4media, Ferzad Palia says that most successful brands are not those who spend the most money

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

Though business has picked up, the private FM industry expects festive ad spends to be subdued compared to 2016