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Burgundy's winegrowers have appointed McCann Erickson Manchester to build Chablis into a major brand in the UK and ward off the growing threat from New World rivals.
The agency has been briefed to promote Chablis over the next three years.
The appointment ends the current arrangement under which adapted French creative work runs in Britain. Universal McCann will continue planning and buying UK magazine and poster space as it has for the past 18 months.
The assignment comes as the growers' organisation, the Bureau Interprofessionnel des Vins de Bourgogne, seeks to sustain and develop …