Saatchi & Saatchi has won the £2 million UK Jose Cuervo
tequila account without a pitch, inching its way further on to the
Guinness United Distillers and Vintners roster.
Saatchis got on to the roster last year, when it won the Archers account
from Burkitt DDB after UDV called a review and included non-roster
Burkitt DDB also lost its Bell's Whisky account to Miles Calcraft
Briginshaw Duffy as a result of the review.
The appointment of Saatchis comes as Guinness UDV seeks to plough money
behind its eight priority global brands: Johnnie Walker, Guinness,
Smirnoff, J&B, Baileys, Cuervo, Tanqueray and Malibu.
The last above-the-line advertising campaign for the brand was through
Young & Rubicam in December 1999 and was designed to reposition tequila
as a sophisticated tipple, using the strapline: "Do not slam."
The ads, which featured a wrestler body-slamming an old lady to the
floor, were referred to the Advertising Standards Authority over claims
that they condoned violence against the elderly.
There has been little activity on the account since then, and Saatchis
has a brief to "put the brand back on the UK map".
Guinness UDV called a review of its below-the-line agencies in April
2000. Claydon Heeley Jones Mason and Craik Jones are both prominent
agencies on its roster.