Agencies line up for Diageo online and DM account pitches

LONDON - Diageo is seeking agencies to handle separate online advertising and direct assignments for its Johnnie Walker and Baileys brands.

The drinks giant does not have an agency to handle its global digital Johnnie Walker account after it parted company with Arc Worldwide, citing creative differences.

It has yet to emerge how Arc Worldwide's grip on the global Johnnie Walker CRM business will be affected.

The agency is currently waiting to hear whether it will retain the account.

Arc was awarded the digital business on the back of its CRM work, which it won in a pitch against EHS Brann, OgilvyOne Worldwide and Wunderman in 2004.

Separately, Diageo has kicked off a search for an agency to develop a new digital strategy for Baileys in the UK. Diageo has allocated a new budget and asked agencies to come up with ideas on how best to promote the brand to customers online. The brief is expected to include online advertising and promotions.

The business is separate to the direct marketing account, which is held by Chemistry Communications.

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