Diageo appoints Lexis to raise the profile of Baileys

Drinks giant Diageo GB has drafted in Lexis PR to promote its Baileys Original Irish Cream brand.

Diageo senior brand PR manager Clare Fleerackers said Lexis had been hired on an initial one-year contract, with the aim of promoting Baileys as a drink suitable for ‘more than just Christmas’.

It is understood that MacLaurin and Cohn & Wolfe were the two other Diageo-rostered agencies that also pitched.

Lexis replaces incumbent Countrywide Porter Novelli, which had promoted Baileys for around three years.

It is understood that C&W is the final agency to have been added to Diageo’s roster of preferred PR agencies, following a mammoth pitch process that began last year (PRWeek, 25 October 2002).

The firm’s agency roster was completed in February this year, with Karen Earl Sponsorship, Aurelia PR and Borkowski PR also hired (PRWeek, 28 February).

Diageo’s fees for the Baileys brief are understood to be at least £100,000.

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