MEC wins pan-Euro media for Tia Maria

LONDON - Mediaedge:cia has won the European media planning and buying account for Tia Maria without a pitch.

Tia Maria…appointed MEC
Tia Maria…appointed MEC

The WPP agency already handles media planning and buying for Tia Maria's owner, the Italian drinks group Illva Saronno, across Europe.

The coffee liqueur brand's media account was previously handled by the Aegis-owned Vizeum, which holds Pernod Ricard's consolidated media planning and buying in the UK. Pernod Ricard sold the Tia Maria brand to Illva Saronno for EUR125 million in July this year.

At the time, Pernod Ricard said the sale of Tia Maria enabled it to continue its debt reduction programme.

Pernod Ricard relaunched the brand in 2007 in a bid to reposition it as a "modern, mixable spirit". The bottle design was changed to appeal to the brand's style-conscious, mainly female target audience. The logo, font and cap were changed to include swirling red and gold lines.

Illva Saronno, which is owned by the Reina family, has brands including Disaronno, Rabarbaro Zucca, Amaro 18 and Artic Vodka.

in the spirits sector and Vini Corvo, Cantine Florio and Duca di Salaparuta in the wines sector.