TBWA wins pounds 15m Jameson brief

Jameson Irish Whiskey has appointed the TBWA network to create its first global advertising campaign following a competitive pitch against the DDB network.

Jameson Irish Whiskey has appointed the TBWA network to create its

first global advertising campaign following a competitive pitch against

the DDB network.



The pounds 15 million account is being run out of TBWA-@BDDP in Paris.

The agency will test a new campaign in the UK and Spain in the run-up to

Christmas before a probable international roll-out next year. Ads will

be launched in the UK on 9 November with a pounds 500,000 burst in print

media. They will eventually run on television and posters.



The campaign aims to broaden the appeal of the brand beyond traditional

whiskey drinkers and will introduce the new endline: ’What’s the rush?’

One execution features a dollar bill hanging on a washing line

accompanied by the words: ’Every day dollars 891,900 are lost by people

who wash pants without checking their pockets first. What’s the

rush?’



Martin Riley, Irish Distillers’ international sales and marketing

director, said: ’The campaign brings a new dimension to Jameson

advertising by stressing the importance of people finding time to enjoy

themselves in the company of friends against the backdrop of

increasingly frenetic lifestyles.’



Jameson made its UK television debut last year with a pounds 1 million

campaign through Leagas Delaney, which featured two lovers trying to

impress each other with their ’smoothness’.



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