TBWA has landed the pounds 7 million full-service, pan-European account
for the French wine exporting group, the Conseil Interprofessionel du
Vin de Bordeaux, in a final shoot-out with Grey.
The account, worth more than pounds 2 million in the UK, was with the
WPP-owned Conquest Europe until October this year, when a review was
called. The original long list also included DDB Needham, D’Arcy Masius
Benton and Bowles, and Publicis.
TBWA will now work on promoting the idea of drinking Bordeaux wine among
25- to- 40-year-olds across Europe. The key idea is that Bordeaux is an
affordable wine that anyone can drink.
One creative concept will be used and adapted to individual markets, but
the campaign will focus on increasing awareness in France, the UK and
Germany.
Jacques Levy, president of TBWA France, said: ‘The campaign will be
tailored in different ways according to the perception of wine in
individual countries.’
