CDD sees off four to land £3m Macallan whisky assignment

Campbell Doyle Dye has won the £3 million global account for Highland Distillers' flagship brand, The Macallan.

CDD won the premium single malt business following a pitch run through the AAR against Leagas Delaney, M&C Saatchi, Leith London and DDB in New York.

It is not thought the agency has yet been formally briefed, but planned activity is expected to start by the end of the year. The Macallan's UK media arrangements, which are handled by the PHD spin-off company, Rocket, are unaffected by the review.

Insiders predict that the Omnicom-backed CDD will use the network to distribute its work globally, although it is thought that activity on the account will focus primarily on the predominant US and Taiwan markets, rather than the UK.

Annually, the brand sells an estimated 250,000 cases worldwide, despite a lack of any major activity in the UK over recent years. Last year, Abbott Mead Vickers BBDO launched a £2.4 million US campaign to target the brand's biggest market. AMV also handles the account for Highland Distillers' blended malt, Famous Grouse.

The Macallan's direct marketing is handled by WWAV Rapp Collins Scotland.

The agency was responsible for a direct mail push, which targeted its existing database, to drive sales during the Christmas period. The relationship marketing programme promoted the Vintage Macallan miniatures and other exclusive ranges.

Highland Distillers is co-owned by The Edrington Group and William Grant & Son.

No-one from either Highland Distillers or CDD would comment on the story as Campaign went to press.

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