United Distillers & Vintners has rationalised its roster of
below-the-line agencies and has appointed Claydon Heeley Jones Mason to
lead the pool after a three-way pitch.
The agency beat Interfocus and Clarke Hooper Momentum to the task.
Claydon Heeley has not worked on the UDV roster before and will take
creative and strategic leadership across its entire portfolio of drinks
brands as well as handle most of the executional work.
The review, which was orchestrated by Agency Insight, kicked off three
months ago when most of UDV’s agencies were put on notice. One of the
biggest casualties was Carlson, which retained none of its considerable
UDV business. The move is a radical one for the company, which
previously had as many as 20 below-the-line agencies working on just 25
Alongside Claydon Heeley, there will be a roster of between five and
eight agencies handling creative tasks and generating ideas. Agencies
handling pure direct marketing and customer relationship management
programmes for UDV, including Craik Jones and ehsrealtime, are
unaffected by the changes, and the bulk of Claydon Heeley’s work is
expected to be sales promotion-led.
Nigel Jones, the joint chief executive of Claydon Heeley, said: ’UDV has
always recognised the power of strong individual brands. This pitch
shows that it understands the potential of owning such a strong
Sharing the learning curve and co-ordinating activity across the
portfolio will increase the effectiveness of each brand’s spend and