Piat is part of Percy Fox & Co, the wine division of Diageo. MCBD, which already handles advertising for the Diageo whisky brand Bell's, was handed the account without a pitch.
The Piat range includes Piat D'Or, which regularly advertised on TV in the 80s with the line: "Les francais adore ..." This campaign last ran 17 years ago. The brand was repackaged in 2001.
Its range also includes a newer brand, named Piat, which was launched in 2002 in both Chardonnay and Merlot Syrah varieties.
MCDB will begin working on a campaign that is expected to break in December, with further activity planned for Easter 2004. Its brief will be to create an accessible image for the brand, promoting the range as one to be enjoyed among family and friends. Media arrangements have yet to be confirmed, but Walker Media continues to handle the account.
Melissa Horn, the MCBD head of account management, said: "Piat is a famous brand but it has been relatively quiet for a long time. We want to use its strong, positive French heritage, adding a contemporary edge for new audiences, while retaining the characteristics that have built its strong following. It's an exciting win for us, and we're looking forward to developing ideas."
Emma Chamberlain, the marketing manager of Percy Fox & Co, said: "We are looking to attract a new generation of Piat, while strengthening its appeal to our traditional customers. We wanted an agency with a strong creative record and proven flexibility. MCBD demonstrated all of these qualities, along with real enthusiasm for the brand."