Bailey's hands £40m account to BBH as part of marketing shake-up

Bailey's: global review has resulted in appointment of BBH
Bailey's: global review has resulted in appointment of BBH

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

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 GB 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.
 
Earlier this year, Baileys announced that it had signed a deal with Channel 4 to sponsor the new series of 'Desperate Housewives'.

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