Ray Leach Orlov, the agency set up after the demise of Knight Leach
Delaney, has won a place on the Seagram roster by beating Leagas Delaney
and BST-BDDP to prise the pounds 4 million Captain Morgan’s Spiced Rum
account out of TBWA.
The new campaign will consist of poster, press and cinema advertising.
Some below-the-line work is also expected.
Ray Leach Orlov was set up at the beginning of this year by Stuart
Leach, formerly the managing director at KLD, and Andy Ray, its former
head of art, together with Alexei Orlov, who was formerly a marketing
director at Volvo. He is now the head of the agency’s holding company,
Open Gate, and chairman of Ray Leach Orlov.
Leach said: ’It is brilliant for us to beat agencies of this calibre,
strategically and creatively, after a month in business.’
Open Gate also owns a contract publishing company called MSP, a
Wolverhampton agency called Campaign and Co, and the Marketing
When the review was announced in November last year, Abbott Mead Vickers
BBDO, a Seagram roster agency, was also invited to pitch, but faced a
client conflict with the Famous Grouse whisky brand. Simons Palmer
Clemmow Johnson also declined to pitch, because of its impending merger
TBWA created the pounds 2 million national launch campaign in 1995,
featuring the tagline: ’The taste that gets you going’. The rum was
launched in Scotland in the early 90s. Its main competitor is Bacardi
Spice, owned by Westbay Distributors.
Media buying is handled by New PHD and is not affected by the creative