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
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.’