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JWT benefits as BBH loses Smirnoff brief.(Smirnoff Ice)(Brief article)
Diageo has consolidated its pounds 20 million Smirnoff business into JWT, ending Bartle Bogle Hegarty's 19-month tenure of the Smirnoff Ice account.
The switch is a prelude to the drinks giant putting more spend behind new Smirnoff-branded products and less to support the youth-oriented Smirnoff Ice.
JWT takes back the Smirnoff Ice account, along with Smirnoff Ice Triple Black, Smirnoff Twisted V and Smirnoff Raw Tea in the US.
Diageo said the change had been precipitated by a review of its agency conflict policy. Reassigning the business will allow BBH to continue to work with InBev, although the agency will continue to handle creative work for Diageo's Johnnie Walker and Baileys Original Irish Cream brands.
JWT, which already handles Smirnoff Red, will split the enlarged account between its London and New York offices.
James Thompson, Diageo's president, ...
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