Captain Morgan in search for agency

Captain Morgan rum, the Diageo-owned spirit brand, has kicked off a search for an agency to handle its global digital advertising business.

Diageo has approached a number of undisclosed digital agencies with a request for information, and plans to hold a pitch for the business next month. There is no incumbent on the account.

The company has recently stepped up its digital marketing, using a roster of agencies that includes AKQA, Agency Republic and Tribal DDB to create digital campaigns for brands including Pimm's, Morgan's Spiced, Johnnie Walker and Smirnoff.

The review is the latest in a number of changes to Diageo's marketing arrangements following increased government pressure on drinks companies to advertise their products responsibly.

Earlier this month, Diageo appointed JWT to handle the £40 million global advertising business for Bailey's, shortly after Adam & Eve was appointed to handle the advertising business for the Bell's whisky brand.

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