JWT benefits from IDV rationalisation

LONDON - IDV, the drinks giant, has begun a rationalisation of its worldwide advertising with the appointment this week of J. Walter Thompson as its global agency for J&B, its whisky brand, and the vermouth, Cinzano.

Sources say JWT’s appearance on the IDV roster is the first step in a

consolidation of IDV brands into two or three multinational agencies. At

present, IDV uses numerous shops.

JWT joins the Lowe Group and Young & Rubicam as one of IDV’s main global networks. JWT won J&B after a pitch against Y&R, which handled the brand in several markets. Y&R retains the J&B business in Spain. Cinzano, whose strong advertising heritage includes ads starring Joan Collins and Leonard Rossiter, has been dormant for some time. It was awarded without a pitch.

JWT’s combined win is estimated at pounds £25m. IDV signalled its intention to run worldwide campaigns last year after it appointed Lowe Howard-Spink to Baileys’ global business.

Because of strong local relationships, Court Burkitt & Company retained

Baileys UK advertising; in the same way Y&R retains J&B in Spain.

However, these associations are expected to weaken over time.

The situation is further complicated by the planned merger between

GrandMet, IDV’s parent company, and Guinness, which will introduce new roster agencies, such as Ogilvy & Mather and Leo Burnett, into the

mix.

A spokesman for IDV declined to comment on any of the company’s

rationalisation plans.

JWT will handle both J&B and Cinzano’s media on a country-by-country

basis.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content

Share

1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).