NEWS: Leagas Delaney nets Jameson whiskey account

Leagas Delaney has emerged victorious from the protracted four-month pitch for Campbell Distillers’ Jameson Irish Whiskey business.

Leagas Delaney has emerged victorious from the protracted four-month

pitch for Campbell Distillers’ Jameson Irish Whiskey business.



The win ends the first part of a two-stage pitch, which now shifts to

Campbell’s Pernod. Jameson has been tied up with the Pernod pitch

(Campaign, 22 September), for which Leagas Delaney is also shortlisted.

A decision is expected soon.



Campbell’s spend on Jameson currently stands at about pounds 1.3

million. However, this could rise dramatically as the distiller is

understood to be looking to take the spirit, famous for its Bob

Monkhouse ‘the old smoothie’ campaign, on to TV.



A move to develop a TV campaign comes as Jameson prepares to target a

younger generation of whiskey drinkers who have not warmed to the

brand’s ‘old smoothie’ strategy.



Campbell’s was unable to confirm the appointment, but a spokesman

admitted that it was no longer talking to other agencies and that Leagas

Delaney was already working on a project.



Bruce Haines, the chief executive of Leagas Delaney, said: ‘We very much

enjoyed working with Campbell Distillers on this project. The work we

have produced has been met with enormous enthusiasm. We look forward to

cementing our relationship for the future.’



Jameson was previously handled by TBWA but it parted company with

Campbell’s in January following pressure from Seagram, which appointed

TBWA to handle its global Scotch whisky brand, Chivas Regal, in late

1994.



Campbell’s was said to be intent on finding a single agency for Jameson

and Pernod but its policy is no longer clear.



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