Baileys seeks agency to drive rebranding towards women

Diageo has launched a consumer pitch for Baileys, to refocus the brand on the female market.

Rebranding: Baileys is celebrating ‘modern womanhood’
Rebranding: Baileys is celebrating ‘modern womanhood’

The global drinks firm is pitching a six-figure consumer brief for the liqueur, covering Western Europe.

Ketchum Pleon, incumbent for five years, is understood to have lost the account because of a client conflict and will stop working on the brief at the end of the year.

The news comes after Diageo shook up its strategy around Baileys following poor sales across Western Europe.

The brand has adopted the tagline ‘cream with spirit’ following a rebrand earlier this year aimed at attracting a younger audience by celebrating ‘modern womanhood’.

A Diageo spokeswoman confirmed the move, adding that the list of agencies being invited to participate in the pitch process was closed.

A new agency is expected to be appointed at the end of the month, and will briefly work in tandem with Ketchum Pleon. The agency is to be the strategic lead across Europe and will activate the brand in the UK.

Meanwhile, Diageo has brought in Clarion to undertake a retained trade comms brief for its full range of brands.

Clarion will focus on liaising with the drinks press, replacing Mercieca, which held the account for eight years.

The contract is being led by Clarion board director Shelley Wyatt, who reports to Rebecca Perry, Diageo’s senior corporate relations manager, corporate and trade media, and Roz Nash, senior category development manager.

Perry said that the brief had not changed, with the agency shift ‘a mutual decision between Mercieca and ourselves’.

Earlier this year, incumbent Splendid Communications retained Diageo’s £1m Smirnoff account following a pitch against GolinHarris, Mischief and 3 Monkeys.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Interpublic PR group claims double-digit growth in Q1 revenues

Interpublic PR group claims double-digit growth in Q1 revenues

Interpublic Group's PR agency unit saw double-digit revenue growth in the first quarter of 2014, according to Weber Shandwick CEO Andy Polansky.

Max Clifford trial jury sent home after fourth day of deliberations

Max Clifford trial jury sent home after fourth day of deliberations

The jury in the trial of celebrity publicist Max Clifford has been sent home to reconvene tomorrow for further deliberations about its verdicts on 11 charges of indecent assault.

Omnicom turns in 1.2 per cent growth in Q1 PR revenues

Ketchum parent group Omnicom has reported 1.2 per cent organic revenue growth at its PR division for the first quarter of 2014.

British Airways retains Grayling for Europe and Asia

British Airways retains Grayling for Europe and Asia

British Airways has reappointed Grayling as its retained PR agency for 39 European and Asia-Pacific markets following a competitive pitch.