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
Campbell’s was said to be intent on finding a single agency for Jameson
and Pernod but its policy is no longer clear.