JWT benefits from IDV rationalisation

LONDON - IDV, the drinks giant, has begun a rationalisation of its worldwide advertising with the appointment this week of J. Walter Thompson as its global agency for J&B, its whisky brand, and the vermouth, Cinzano.

Sources say JWT’s appearance on the IDV roster is the first step in a

consolidation of IDV brands into two or three multinational agencies. At

present, IDV uses numerous shops.

JWT joins the Lowe Group and Young & Rubicam as one of IDV’s main global networks. JWT won J&B after a pitch against Y&R, which handled the brand in several markets. Y&R retains the J&B business in Spain. Cinzano, whose strong advertising heritage includes ads starring Joan Collins and Leonard Rossiter, has been dormant for some time. It was awarded without a pitch.

JWT’s combined win is estimated at pounds £25m. IDV signalled its intention to run worldwide campaigns last year after it appointed Lowe Howard-Spink to Baileys’ global business.

Because of strong local relationships, Court Burkitt & Company retained

Baileys UK advertising; in the same way Y&R retains J&B in Spain.

However, these associations are expected to weaken over time.

The situation is further complicated by the planned merger between

GrandMet, IDV’s parent company, and Guinness, which will introduce new roster agencies, such as Ogilvy & Mather and Leo Burnett, into the

mix.

A spokesman for IDV declined to comment on any of the company’s

rationalisation plans.

JWT will handle both J&B and Cinzano’s media on a country-by-country

basis.

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