Saatchis takes over £2m UK Jose Cuervo task without a pitch

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.

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