Seagram, the international drinks giant, is talking to agencies
about its pounds 2 million Captain Morgan’s Spiced Rum advertising
At least four creative agencies have been approached about pitching for
a place on the lucrative Seagram roster. Media, which is held by New
PHD, will not be affected by the review.
Seagram has approached agencies including Partners BDDH, Mother and
Wieden & Kennedy, although it is not clear if all of these agencies will
Ray Leach EMO, the incumbent on the account, is unlikely to repitch for
As well as talking to non-roster agencies about the Morgan’s Spiced
business, Seagram is also thought to have invited Grey to pitch. The
agency already handles a number of Seagram brands - including Century,
Glen Grant, Mumm Cordon Rouge and Royal Citation - in the UK.
Seagram is looking for a new strategic positioning for the brand, which
until now has taken a very tactical and targeted approach to
It has traditionally been a big spender on magazines, bus shelters and