Claydon Heeley gets major share of UDV below-the-line task

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.

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

brands.



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

portfolio.



Sharing the learning curve and co-ordinating activity across the

portfolio will increase the effectiveness of each brand’s spend and

boost spirits.’