BBH sees off Mother to win Castlemaine XXXX

Bartle Bogle Hegarty has edged Mother off the Interbrew roster by winning the battle for the combined Castlemaine XXXX and Boddingtons ad accounts.

The Castlemaine XXXX account becomes its third piece of Interbrew business - as well as being the incumbent on Boddingtons, the agency also holds the Murphy's business, which was unthreatened by the review. BBH has worked with the Belgium-based brewer since shortly after the agency's formation in 1982.

BBH's joint chief executive, Nigel Bogle, said: "After 21 years, it's great to have that sort of affirmation. Castlemaine has an excellent brand and advertising heritage but I think we've reached a good place with Interbrew, one that will enable us to build upon what was there before but in a way that contemporises it."

Interbrew appointed Mother to relaunch Castlemaine in August 2002 after it took over distribution of the brand from Carlsberg-Tetley. Earlier this year, the agency introduced the "Australians are Castlemaine XXXX-ing everywhere" campaign that built upon the famous "Australian couldn't give a Castlemaine XXXX" strapline created by Saatchi & Saatchi in 1984.

The appointment of BBH follows last week's promotion of Interbrew's category and brands director, Phil Rumbol, to the position of UK marketing director.

Rumbol replaced Richard Evans, who was promoted to an international role - vice-president for commercial strategy.

The review does not affect Interbrew's Stella Artois and Tennent's accounts.

Lowe handles Stella Artois in the UK and was recently appointed to the brand's global account, taking the business off McCann-Erickson in several countries. Tennent's will continue to be handled by the Edinburgh-based Newhaven.

In Castlemaine, BBH has won its second alcohol account in a month. In October, the agency defeated JWT to land the global advertising business for Baileys.

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