The future of Ogilvy & Mather’s relationship with Seagram has been
called into question after the wine and spirits giant called a global
review of its Martell Cognac brand.
The company has invited its three roster agencies, including O&M, to
present for the business. The others are TBWA Worldwide, which handles
Absolut Vodka and Chivas Regal, and Grey Advertising, responsible for
Mumm champagne.
The pitches are scheduled for the beginning of December, and a final
decision will be make by Joe Tripodi, the company’s chief marketing
officer.
The client is understood to have earmarked Martell as a potential growth
brand and so has decided to seek solutions from additional shops.
Sources at the three roster agencies are pessimistic about the
incumbent’s chances, and feel that without Martell, the O&M network will
not have enough Seagram business to warrant its place on the roster.
One insider said: ’There is a sense that there are one too many agencies
on the roster and that Seagram wants to cut it down. O&M is the weakest
link in the chain.’
The company wants to target younger consumers with the new work. It
feels that its drinkers are getting older and that the brand needs to
attract a new generation.
