Mother scoops £7m Archers brief

The drinks giant Diageo has appointed Mother to handle the £7 million UK creative account for Archers.

Mother was awarded the business following a pitch against the fellow Diageo roster agency Bartle Bogle Hegarty and Fallon, a non-roster agency.

The above-the-line campaign, which is expected to break later this autumn, will include TV, cinema, outdoor and viral elements.

Mother has been briefed to deliver a campaign that will completely relaunch and revamp the Archers' Schnapps and Aqua brands.

The incumbent on the account was Saatchi & Saatchi, which won the business from Burkitt DDB in 2000.

Saatchis was responsible for developing the "come out to play" strategy for the brand, which latterly featured a transvestite in the style of the Australian film Priscilla Queen of the Desert.

Philip Gladman, the marketing director for Archers, said: "We look forward to working with Mother to develop advertising that reflects the energy and confidence of Archers' consumers."

Launched in 2001, Archers Aqua was initially successful, but failed to establish a stronghold in the market.

The Mother partner Stef Calcraft said: "Archers is a brand loved by women, which gave us the perfect inspiration for the advertising."

With its proven appeal to women, the brand has the potential to pick up the slack in the ready-to-drink market.

Mother also handles creative for Diageo's Pimm's brand. According to recent figures from the Mintel International Group, between 1997 and 2002, only Archers and Pimm's gained share in the mixable spirits market.