Leigh Clapham, 141 managing director, said clients have been consolidating their above-the-line accounts for years but have been slow to consolidate below-the-line work because relatively few global networks cover below-the-line disciplines such as PR, direct marketing, interactive marketing and event marketing.
He said Allied Domecq's decision to consolidate globally with 141 would generate significant cost savings and improve the quality of creative work.
Clapham outlined that 141 would aim to ensure Allied Domecq took a more integrated approach and would transfer 'best practice' garnered from the different operational markets.
PPR's in-house marcoms arm, Maynards PRO Marketing, will handle trade sales promotions, consumer PR and incentive programmes.
The spirits and wine division of Allied Domecq operates through more than 50 businesses worldwide, with annual shipments exceeding 50 million cases.
In August last year, Allied Domecq bought one of New Zealand's top winemakers Montana, after its offer received acceptance representing 96 per cent of Montana's share capital.
In the UK, Allied Domecq is represented for financial and corporate PR by City agency Cardew & Co, which took on the brief following former incumbent Financial Dynamics' resignation of the account (PRWeek, 1 December 2000).