MG OMD loses Absolut UK to Vizeum

LONDON - The French drinks giant Pernod Ricard has moved the UK media planning and buying account for its Absolut vodka brand out of Manning Gottlieb OMD and into the Aegis-owned Vizeum, following an internal review.

Absolut...moves media to Vizeum
Absolut...moves media to Vizeum

Vizeum handles media for Pernod Ricard, which bought the maker of Absolut vodka, Vin & Sprit, in a £4.6 billion deal in March last year.

The company is understood to be planning to increase the UK media spend for Absolut from £1 million to around £3 million this year.

Vizeum handles Pernod Ricard's media planning and buying in the UK and across six key European markets.

The global creative account, held by TBWA\Chiat\Day New York, is believed to be unaffected by the move.

Manning Gottlieb OMD has held the Absolut media account for the past ten years.

It won the business without a pitch following Carat's resignation of the brand after it landed the centralised media buying for the UDV spirits business. 

In May last year, Absolut broke its first-ever TV commercial in the UK, made by TBWA\Chiat\Day.

The ad was part of the brand's global "In an Absolut world" campaign and showed an Absolut bottle split into tiled shards, which peeled back to reveal the vodka inside.

In October last year, Vin & Sprit began legal proceedings against Absolute Radio, the rebranded Virgin Radio, for trademark infringement.

The drinks company issued a writ against Absolute Radio for infringement of its trademark and "passing off" its services as those of Absolut.

Pernod Ricard's portfolio of brands also includes Chi-vas, Ballantine's, Beefeater, Mumm, Perrier-Jouët, Jacob's Creek and Montana.

The acquisition of Vin & Sprit also gave Pernod Ricard control of brands such as Cruzan rum and another vodka brand, Level, which are both popular in the US, as well as entry into the Nordic market.