UDV, the UK’s largest wines and spirits business, has handed its
Smirnoff Red consumer account to Mark Borkowski Press and PR and is
considering whether to hold a formal review of all its agencies. UDV is
estimated to spend over pounds 600,000 a year on PR agencies.
Incumbent Berners Place continues to look after UDV’s still wine Piat
d’Or, liqueur Di Saronno, Drambuie and Archer’s. The firm’s other UK
agencies are Jackie Cooper PR on quality gin brand Tanqueray, QBO on J&B
whisky, Mulcaster PR and Marketing on Pimm’s, The Communication Group on
Bell’s and UDV’s malt whiskies and Lexis on Gordon’s Gin mainstream
Mark Borkowski already works on a brief to recruit new gin drinkers for
UDV is a subsidiary of Diageo, created last year through the merger of
Guinness and GrandMet. Since the merger, the company has reviewed its
agencies individually. Now, following reviews of its UK media buying and
global advertising arrangements, UDV is looking at whether to conduct an
overarching review of its UK PR agencies. Sources suggest that if a
review does go ahead it could be as early as the end of the year.
Acting UK PR director Alicia Tetlow would not confirm the timing but
said it could take until July 2000. UDV is currently without a UK PR
manager and marketing director, and any blanket review is likely to be
delayed until the posts are filled.