Roster agencies to compete for Martell in Seagram review

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 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.