NEWS: Tia Maria to dump Publicis for Rainey Kelly after 13 years

Tia Maria has severed its 13-year relationship with Publicis and appointed Rainey Kelly Campbell Roalfe to handle its pounds 2 million UK advertising account.

Tia Maria has severed its 13-year relationship with Publicis and

appointed Rainey Kelly Campbell Roalfe to handle its pounds 2 million UK

advertising account.



Rainey Kelly will scrap Tia Maria’s familiar and long-running endline,

‘After dark, Tia Maria’, and has created a whole new campaign for the

coffee liqueur brand.



Allied Domecq put the brand up for grabs two months ago, offering

Publicis and another roster agency, DMB&B, the chance to pitch for Tia

Maria against Rainey Kelly.



M. T. Rainey, the planning partner at Rainey Kelly, said: ‘Tia Maria

needed some fresh thinking, and we will make the brand more lively and

accessible.’



Publicis has been running the ‘after dark’ campaign since 1983, when the

ads starred one of the original supermodels, Iman. Tom Ray, the

marketing director on brands for the URM division of Allied Domecq,

said: ‘We need to come up with high-impact creative work.’