Absolut hands Lowe global brief for brand extension

LONDON - Lowe has picked up a global creative brief from Absolut Vodka. The Swedish spirit brand is believed to have drafted in the agency to help it with a top-secret new product launch.

Absolut hands Lowe global brief for brand extension

The appointment will not affect the Absolut creative account, which is held by TBWA\Worldwide, although the agency is unlikely to be working with Absolut on its new venture.

Lowe's extensive experience with the Smirnoff vodka brand helped the agency to win the brief. Lowe held the global Smirnoff account for six years, before losing it to J Walter Thompson in 1999. During its tenure, Lowe introduced the popular "through the bottle" campaign.

Absolut is owned by the Swedish company Vin and Sprit AB, and distributed in the UK by Maxxium, the wine and spirit distributor set up in 1999 by Highland Distillers, Jim Beam Brands and Remy-Cointreau. Vin and Sprit became the fourth equal partner in Maxxium in March 2001.

Lowe refused to comment on the story, while no one at Maxxium was available to confirm or deny the news as Campaign went to press.

The new creative assignment will not affect Absolut's media and direct marketing accounts, which are currently held by Manning Gottlieb OMD and Arc Integrated Marketing respectively.

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