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BBH sees off Mother to win Castlemaine XXXX.(Bartle Bogle Hegarty)(Brief Article)
Bartle Bogle Hegarty has edged Mother off the Interbrew roster by winning the battle for the combined Castlemaine XXXX and Boddingtons ad accounts.
The Castlemaine XXXX account becomes its third piece of Interbrew business - as well as being the incumbent on Boddingtons, the agency also holds the Murphy's business, which was unthreatened by the review. BBH has worked with the Belgium-based brewer since shortly after the agency's formation in 1982.
BBH's joint chief executive, Nigel Bogle, said: 'After 21 years, it's great to have that sort of affirmation. Castlemaine has an excellent brand and advertising heritage but I think we've reached a good place with Interbrew, one that will enable us to build upon what was there before but in a way that contemporises it.'
Interbrew appointed Mother to relaunch Castlemaine in August 2002 after it took over distribution of the brand from Carlsberg-Tetley. Earlier this year, the agency introduced the 'Australians are Castlemaine XXXX-ing everywhere' campaign that built upon the ...
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