Diageo picks BMB for Bushmills task

Posted on February 9, 2007
Filed Under Whisky Advertising, WhiskyBuzz |

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Beattie McGuinness Bungay has won the global advertising duties for the Diageo-owned Irish whiskey Bushmills following a pitch against an undisclosed list of agencies.

The appointment comes as Diageo moves to push Bushmills as a premium whiskey brand. It earns BMB a place on the Diageo roster and is the agency’s first global task.
The account is estimated to be worth as much as £15m globally, with a UK spend of between £3m and £5m.

Creative for Bushmills was previously handled by Bartle Bogle Hegarty, on a project basis.

The Bushmills brand will be 400 years old in 2008. It is understood that BMB will create a multimarket brand campaign timed to coincide with the anniversary.

Diageo purchased Bushmills from Pernod Ricard in August 2005 for £200 million. Last week, Pernod Ricard launched a search for an agency to push its Jameson brand amid declining sales of whisky in the UK. The search is being brokered through Agency Assessments International.

Source: Brand Republic

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