Seagram mulls agency options

Alcoholic drinks giant Seagram is reportedly considering the appointment of a pan-European unit to coordinate its media planning and buying account.

Alcoholic drinks giant Seagram is reportedly considering the

appointment of a pan-European unit to coordinate its media planning and

buying account.



Seagram’s UK agency roster includes Manning Gottlieb Media and New

PHD.



Richard Shaw, vice-president of marketing and communications, Seagram

US, said there was a possibility the company would appoint a single

media agency as a partner, but added that if there were to be a pitch,

it would not be for several months.



MGM’s account manager James Layfield handles the Absolut Vodka media

planning and buying account.



New PHD’s team, which is headed by account director Simon Evans,

includes planners/buyers Robert Newell and Martyn Uren. The agency

handles Cuvee Napa sparkling wine, Martell cognacs, Morgan’s Spiced and

Mumm Cordon Rouge.



Seagram Europe & Africa, a division of the Seagram Spirits and Wine

Group, coordinates Seagram’s alcohol sales, marketing and distribution

operations in 17 countries, including Belgium, France, Germany, Greece,

Italy, the Netherlands, Spain, South Africa and the UK.



The division also coordinates activities in other markets where Seagram

has either a joint venture or third- party distributor arrangement.

These include Eastern Europe, the Republic of Ireland and the Middle

East.



Seagram Europe & Africa’s brand portfolio includes Chivas Regal,

Passport, Glen Grant and Glenlivet Scotch whiskies, Martell cognacs,

Four Roses bourbon, Mumm Sekt and Kron vodka.



Seagram Europe & Africa also distributes Perrier-Jouet champagnes and

Sandeman ports and sherries.



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