1576, the Edinburgh agency, has prised the pounds 1.5 million Drambuie
account from Simons Palmer Clemmow Johnson.
The win comes after Drambuie followed Baileys’ lead by seizing back
marketing control for its brand from its distributor, International
Distillers and Vintners.
Michael Beamish, Drambuie’s sales and marketing director, said: ‘We
asked several top UK agencies to pitch for the account and are very
pleased with the sound understanding of our brand and the creative
Drambuie is distributed across 160 countries, and claims to be the
world’s most widely distributed liqueur.
A new campaign is expected to appear in the run-up to Christmas, when
the brand’s sales are strongest. Simons Palmer created a major push in
June, trying to encourage thirtysomething males to drink the product
with ice during the summer months.
Beamish was appointed a year ago with a brief to push the brand into
international markets. It is expected that work by 1576 will also run
outside the UK. IDV has three main UK roster agencies: Court Burkitt and
Company, Young and Rubicam and Lowe Howard-Spink.