The appointment marks the first time the agency has been placed on the global drinks company's roster. It took the business after a four-way pitch against undisclosed agencies.
It will now be responsible for Tanqueray's global advertising duties, which will initially include a new worldwide positioning for the brand and an extensive through-the-line advertising campaign.
Bartle Bogle Hegarty was the last agency to work with Tanqueray. It picked up a one- off brief from Diageo in late 2006. However, the company decided not to use the work. BBH was not involved in the pitch for the global business.
In 2006, the brand, which includes a premium version called Tanqueray 10, sold 1.9 million nine-litre cases around the world, a volume growth of 3 per cent and a net sales growth of 1 per cent compared with 2005.
The drink's top five markets are the US, Canada, Spain, Japan and the UK.