NEWS: TBWA beats Grey in final round for pounds 7m Bordeaux business

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.

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.’