KesselsKramer wins Bushmills global brief from BMB

Diageo has appointed the Dutch agency KesselsKramer to handle the global advertising account for its Irish whiskey brand, Bushmills, as part of a wider roster review.

Bushmills has also hired Agency Republic to handle the global digital advertising for the business.

KesselsKramer landed the global business following a pitch against roster agencies, which included the incumbent on the business, Beattie McGuinness Bungay. Agency Republic was also in competition with a number of undisclosed agencies for the digital portion of the business.

As part of the reshuffle, BMB will now create advertising for Diageo's Bulleit Bourbon and The Singleton whisky brands.

BMB won the Bushmills account in February last year, but it is understood that Diageo called the review because it believes the business now requires an agency with a global network.

The advertising account will be run out of KesselsKramer's UK office, KKOutlet, marking the office's first global new-business win since its launch last year.

The win strengthens KesselsKramer's position on the Diageo roster, with JMB and the Greek vodka brand Ursus Roter, already on the agency's client list.

A spokeswoman for Diageo said: "The review was part of our normal brand review policy. We invited BMB to pitch and the outcome of the review is that KesselsKramer will take on the global advertising for the Bushmills brand."