Motive, the media dependant of Bartle Bogle Hegarty, has picked up the
international strategic media development role on IDV’s pounds 5 million
Metaxa brandy account.
The win follows on from the award of the creative business for the brand
to BBH in January. An international campaign, billing the drink as ‘the
definitive Greek spirit’, is due to break this summer.
Motive’s task will be to provide a media strategy that helps
differentiate the brand across all markets and then to co-ordinate the
media buying in the different local markets.
The appointment marks a new approach by Metaxa International, the
distributor of the IDV-owned brand, as it aims to recognise the
importance of media in building an international brand.
Mark Wilson, IDV’s managing director and international brand director,
said: ‘It is imperative for us to have consistent brand and media
Iain Jacob, the international director at Motive, added that the Motive
international unit, which does not have its own global media network,
was ‘designed exactly for this type of brief’.
‘We have a great deal of brand experience and can be seen to work as a
genuine partner with the local media shops. There is no way Motive is
going to pitch for the media buying in any one market,’ he added.
Metaxa is strongest in its native Greece, and in Germany, but part of
both Motive and BBH’s remit will be to broaden its appeal. The campaign
will initially concentrate on expanding the brand into central Europe
and will also target the US.