Diageo launches Cîroc vodka pitch

Diageo is looking to expand its roster with a search for an advertising agency to handle its vodka brand Cîroc.

Ciroc: pitch
Ciroc: pitch

The drinks giant has approached a number of agencies directly to invite them to pitch for the business, which includes all countries outside the US. Cîroc is positioned as an ultra-premium brand.

The current process does not affect Cîroc's relationship with Blue Flame, the brand's lead agency in the US.

Cîroc has not spent recently on advertising, according to Nielsen. It does, however, have a close alliance with music.

Since October 2007, Cîroc has had a profit-share deal with the musician and entrepreneur P Diddy, who acts as its "chief marketing officer and brand ambassador" and hosts special events that feature the brand.

He hosted a 2012 New Year’s party at his private estate in Star Island, Miami, in association with Cîroc and posted pictures and films of the night on social media sites.

In July last year, Diageo parted company with its European marketing director for vodkas Simon Breckon. Breckon was responsible for the sales and marketing of the company’s portfolio of vodkas, including its market-leading Smirnoff, as well as Cîroc and Ketel One.

In an interview with Campaign earlier this year, Diageo’s consumer marketing and innovation director for Western Europe, Matt Barwell, said he was keen for the company to increase its involvement in branded content in order to reach consumers.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published