Grand Marnier kicks off a pan-Euro review

Grand Marnier is in the early stages of a review for a new pan-European advertising campaign.

Grand Marnier is in the early stages of a review for a new pan-European advertising campaign.

It is understood that the company will first look at its existing agency roster across Europe. The pitch will be run out of the Paris office of LVMH's Moet Hennessy division.

Leagas Delaney, the UK incumbent that won the account in a four-way pitch in 1994, is expected to pitch for the enlarged European account.

The agency's most recent campaign for the orange liqueur was in September 1998 when it was given the task of making the spirit more appealing to younger drinkers.

The print ads included the line 'spiked with oranges from the French West Indies', and were shot by the acclaimed fashion photographer Ellen von Unwerth. It first developed a television campaign for the brand in 1994.

The advertising was supported by a sales promotion and sampling campaign that aimed to try and encourage drinkers to experiment with Grand Marnier.

The news of the pan-European review comes shortly after the revelation that Moet et Chandon, the Champagne brand owned by LVMH, has reappointed Young & Rubicam Paris to its pounds 12 million global advertising account.

The company had approached three agencies in London, Paris and New York, but then abandoned its plans for a global review.

The company is also in the process of conducting a review for its Hennessy Cognac brand. The result is expected next week. Three agency networks are pitching for the international account.


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