NEWS: Drambuie appoints 1576 after IDV loses advertising control

1576, the Edinburgh agency, has prised the pounds 1.5 million Drambuie account from Simons Palmer Clemmow Johnson.

1576, the Edinburgh agency, has prised the pounds 1.5 million Drambuie

account from Simons Palmer Clemmow Johnson.



The win comes after Drambuie followed Baileys’ lead by seizing back

marketing control for its brand from its distributor, International

Distillers and Vintners.



Michael Beamish, Drambuie’s sales and marketing director, said: ‘We

asked several top UK agencies to pitch for the account and are very

pleased with the sound understanding of our brand and the creative

concepts presented.’



Drambuie is distributed across 160 countries, and claims to be the

world’s most widely distributed liqueur.



A new campaign is expected to appear in the run-up to Christmas, when

the brand’s sales are strongest. Simons Palmer created a major push in

June, trying to encourage thirtysomething males to drink the product

with ice during the summer months.



Beamish was appointed a year ago with a brief to push the brand into

international markets. It is expected that work by 1576 will also run

outside the UK. IDV has three main UK roster agencies: Court Burkitt and

Company, Young and Rubicam and Lowe Howard-Spink.



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