Agencies line up for Baileys digital account

Baileys, the Diageo liqueur brand, is reviewing its UK digital advertising account, currently held by Chemistry.

Baileys is reviewing digital arrangements
Baileys is reviewing digital arrangements

Agencies pitching for the business are Kitcatt Nohr Digitas, Dare and Chemistry, the incumbent of eight years on the account.  

The move follows Diageo’s announcement last month that it is dispensing with the "lead agency’ approach in its relationship with its marketing agencies.  

Diageo consolidated its global digital advertising for Baileys into Chemistry in July last year. The move was made without a pitch and was understood to have been prompted by the brand's desire to put more emphasis on customer relationship marketing.  

After the appointment, Chemistry took on the management of the global website, as well as overseeing the brand's social media strategy.  

Chemistry, which started working with Baileys in 2003,  then developed "The Baileys Lounge", an online members' club that provided subscribers with special offers from the Baileys range.  

Baileys handed its £40 million global advertising account to Bartle Bogle Hegarty in June last year. The agency won the business after a pitch against Diageo roster shops Abbott Mead Vickers BBDO, Mother and Saatchi & Saatchi.  

BBH’s TV advertising for Baileys, first released in October last year, was set at a birthday party.