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UB realigns agencies, consolidates King Fisher and Black Label, adds Rediffusion DY&R to the roster

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UB realigns agencies, consolidates King Fisher and Black Label, adds Rediffusion DY&R to the roster

Changes are afloat at the United Breweries (UB) Group as the liquor major realigns its agencies. In the process, Kingfisher brand has been consolidated with JWT and Kalyani Black Label with Triton. FCB Ulka is out of the picture now, while Rediffusion DY&R is the new agency in.

The company EVP, Marketing & Sales, Shekhar Ramamurthy, explained that no pitch process had preceded the change. "We felt that it made sense to consolidate some of these brands and to bring fresh thinking for the other. This is why we have induced this new order," he said.

In the earlier state of affairs, FCB Ulka was handling UB Ice, Kingfisher Strong and Kalyani Black Label Mild, while JWT was taking care of Kingfisher Light and Jaguar. Triton was handling Zingaro and Sandpiper.

With the changes, Kingfisher Strong has been added to JWT and both Black Labels are with Triton. Triton continues to work on Zingaro and Sandpiper brands. Jaguar, which has been taken from JWT, and UB Ice have moved to Rediffusion DY&R.

"These brands are relatively new and UB Ice will soon be re-launched. It made sense for us to look at it in a new light and so we awarded these to Rediffusion. We are expecting to do some good work on this from them."


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