Grand Marnier hires D'Arcy to handle its pan-Euro business

Grand Marnier, the drinks manufacturer, has appointed D'Arcy to

handle its pan-European creative account.



D'Arcy won the business after a five-way pitch that also included Leagas

Delaney, McCann-Erickson Greece, Euro RSCG Holland and French agency

Image Force.



D'Arcy's Brussels office, Quattro D'Arcy, will create pan-European

creative that will then will be implemented at local level in key

markets including the UK, Germany, Italy, Belgium and Greece.



Leagas Delaney handles the UK account for Grand Marnier. The brand spent

less than pounds 1 million in the UK in the past year but spend may

increase on the back of pan-European work developed by D'Arcy. It is

unclear whether Leagas Delaney will continue to work at a local level

for Grand Marnier on implementing the work.



The appointment of D'Arcy is a move away from using local creative in

each market. However, Image Force will continue to create local work in

France.



D'Arcy's task is to reposition the brand to its key audience of 28- to

40-year-olds.



Celine Bedell, Grand Marnier's director of strategic marketing, said:

'We were seeking an agency that could deliver a strategy designed to

capitalise on the brand's heritage and yet reposition it for today's

target. D'Arcy delivered against this and came up with an idea that we

are confident will work in all markets and all media.'



Andy Byrd, D'Arcy's regional business development director, said: 'We

are delighted to get the opportunity to work on a brand as famous as

Grand Marnier.'



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