Diageo hires Leedex for Scottish push

Drinks giant Diageo has appointed Leedex Euro RSCG to provide support for its Morgan's Spiced rum brand in Scotland, and Bell's Whisky sponsorship of the Scottish Football League.

The Bells sponsorship appointment follows a four-way pitch, while the work for the rum is a renewal of a three-year relationship following Diageo's purchase of the brand from Seagram last year.

Kate Sanders, director of the Edinburgh office - which will handle the work - said the work for the rum brand involved the creation of a campaign that aimed to bring in new, younger consumers.

She said: 'The key thing is to widen the target age group from 25-plus to 18 to 25. The campaign will involve a lot of promotions and competitions with radio and we will also be looking at working with suitable company intranets. The work will focus on the product's "mixabilty".'

Work with the soccer sponsorship will mainly be based around key dates in the football calendar, but Sanders said the challenge would be to find media relations ideas that 'deepen the consumer's engagement with the brand'.

The agency will report to Bells sponsorship manager Iain MacDonald on the whisky account and Louise Morrill, senior brand manager for Morgan's Spiced.

Account director Nancy Riach, will run the Morgan's Spiced business while Sanders will handle the sponsorship.

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