Diageo seeks agency for Smirnoff's relationship marketing task

LONDON - Diageo is seeking an agency to handle its global online relationship marketing programme for its Smirnoff vodka brand.

The brand, whose agency JWT created "diamond" is talking to four global roster agencies. EHS Brann, OgilvyOne, AKQA and one other agency have been asked to pitch. The brief is expected to involve creating a website and digital promotions and marketing to a target audience of 18- to 24-year-olds.

The pitch is the latest in a series of online relationship marketing programmes Diageo is using to promote its brands online. Johnnie Walker is handled by AKQA, EHS Brann handles programmes for Baileys and Diageo's classic malt brands, and OgilvyOne handles relationship marketing for Diageo in Asia.

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