Diageo calls direct pitch for Gordon's

Diageo has kicked off a review of the Gordon's Gin direct marketing account.

The company has shortlisted a number of unknown roster agencies to pitch for the business next week. The incumbent, Craik Jones Watson Mitchell Voelkel, which has held the account for nine years, will repitch.

Diageo's direct marketing roster also includes Arc, Chemistry, EHS Brann and Tullo Marshall Warren.

The successful agency will be briefed to produce DM campaigns and customer relationship management for the gin brand in a bid to drive sales, which dropped by 14 per cent last year.

Since its appointment in 1999, Craik Jones has produced a number of award-winning campaigns for Gordon's, including a loyalty scheme that won a gold Lion at Cannes in 2003 and the "new bottle" mailing that picked up a silver at the Campaign Direct Awards in the same year.

Craik Jones has recently lost its Orange and Land Rover accounts and First Direct has also called a review.