NEWS: Baileys begins IDV global ads rethink

International Distillers and Vintners is carrying out a secret internal review of advertising on its famous Baileys Irish Cream brand. The review is the start of a drive to impose a greater worldwide uniformity on its advertising across all brands.

International Distillers and Vintners is carrying out a secret internal

review of advertising on its famous Baileys Irish Cream brand. The

review is the start of a drive to impose a greater worldwide uniformity

on its advertising across all brands.



The three incumbent agencies which handle Baileys around the world,

Court Burkitt in the UK, Lowe and Partners in the US and DDB Needham in

Germany, have all had their work put into research. The strongest

performer could be in line to handle a global advertising campaign

backed by between dollars 12 and dollars 15 million. A decision is

expected next month.



The Baileys review is part of a drive towards greater agency alignment

by IDV. The rethink was ordered by the new chief executive, John Keenan,

who joined IDV last March.



IDV currently uses dozens of agencies worldwide, made up of both

networks and local agencies. In the UK alone it uses Lowe Howard-Spink,

Court Burkitt and Delaney Fletcher Bozell. But there is speculation that

Keenan will pool IDV’s advertising into a small number of networks.



Keenan joined from Kraft Foods International where he was chairman and

was responsible for slashing the number of agency networks used to three

main players.



Under Keenan’s aegis, Kraft increased revenues by dollars 8 billion,

margins were enhanced and Kraft outperformed the competition.



He is known to be an advocate of co-ordination and alignment and is keen

to look for greater synergies at IDV. Keenan has made it clear that he

will look at all aspects of IDV’s marketing strategy.



One insider said: ‘He’s a Kraft man and the attitude tends to be for

alignment with a limited number of international agencies.’ Another

source added: ‘A company that has as many brands in as many markets [as

IDV] has to be looking at synergies and the route towards that is global

campaigns and strategy.’



However, it is unlikely that any further realignment will be made until

early next year, after the hiring of a new president for IDV Americas.



Tony Scouller, marketing director of IDV in the UK, said: ‘There is no

global review on Baileys. This is the normal method of evaluating

resources when we’re looking at advertising.’



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