Joe Thomas
Jun 7, 2010

Bailey's hands US$58 million account to BBH in marketing shake-up

GLOBAL - Bailey's has appointed Bartle Bogle Hegarty (BBH) to handle its £40 million (US$58 million) global advertising account as part of a shake-up of its global marketing strategy.

Bailey's
Bailey's
The Diageo-owned drinks brand hired BBH as its lead creative agency after what the drinks giant labelled 'a comprehensive review of Bailey's global advertising'.

BBH pitched against Diageo roster agencies AMV-BBDO, Saatchi & Saatchi and Mother to handle the account for the Irish liqueur brand.

Philip Almond, global brand director for Bailey's, said: 'The quality of thinking and ideas from all four agencies surpassed our expectations, producing challenging thinking and brilliant work - not surprising given the line up of agencies we asked to participate.'

Almond was previously marketing director for Diageo's Great Britian business before taking the role at Bailey's last August. He was replaced by Philip Gladman, who was previously global senior vice president for Smirnoff.

Bailey's parted company with JWT in March this year, having employed the agency since April 2008. JWT remains a retained global roster agency for Diageo, handling its flagship Vodka brand, Smirnoff.

JWT's last work for Bailey's was a TV ad called 'Treat Yourself Tonight', which featured a close-up of a woman's lips as she sung the song 'Night And Day' by Ray Charles.
Source:
Campaign Asia

Related Articles

Just Published

17 hours ago

40 Under 40 2024: Hajar Yusof, Naga DDB Tribal

Hajar’s initiatives reflect her commitment to innovation, diversity, and leaving a lasting legacy in the industry.

17 hours ago

Moo Deng says hands off unless you’ve washed up

Lifebuoy’s new campaign introduces a fresh face in hand hygiene, pairing AI with playful reminders to help keep those paws—er, hands—clean.

18 hours ago

The CMO's MO: Hyatt's APAC marketer on the power of ...

"Focus means saying no to 100 good ideas and saying yes to the great ones." Hyatt’s Tammy Ng shares how lessons from Steve Jobs and James Dyson are guiding her approach to personalising guest experiences.

18 hours ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.