Profero wins global digital account for Smirnoff

Diageo has appointed Profero to be its lead global digital agency for Smirnoff, the vodka brand.

Smirnoff: Profero wins global digital account
Smirnoff: Profero wins global digital account

The digital agency picked up the business, previously handled by AKQA in the US, after a competitive pitch against undisclosed agencies.

A Profero spokesman confirmed the agency won the international account which does not include the US and UK markets.

Profero has worked with numerous Diageo brands across Australia, China, Japan and Korea since 2007.

As digital agency of record Profero will work on owned and paid digital properties, content, mobile and relationship management for Smirnoff.

Diageo has increased its global marketing spend by 10% and in its latest financial results (10 February) reported a 2% profit increase for the final six months of 2010.

In January, Diageo GB announced it would increase its year-on-year digital spend for Smirnoff by 155%, to build on its Nightlife Exchange Project, which celebrates the best bars and clubs from around the world.

In the US, Smirnoff's digital duties will continue to be handled by Dentsu-owned 360i.