SINGAPORE: UK wine and spirits marketer, Allied Domecq, has
consolidated its US$470 million worldwide media account with the
Zenith Optimedia Group, marking the first significant win for the new
holding company formed by Zenith and Optimedia.
The account was previously serviced by a roster of agencies, including
Zenith in Taiwan. The global above-the-line creative account was
consolidated with three agencies - Bates, for Ballantine's whiskey and
Tia Maria liqueur; BBDO, for Beefeater gin, Stolichnaya vodka and Kahlua
liqueur; and d-rush, for Courvoisier cognac and Sauza tequila.
Zenith Optimedia attributed the win to its global geographic
coverage.
However, the bulk of the wine and spirit distributors spend is believed
to be in Europe and North America. The new agency's Asia-Pacific chief
executive, Antony Young, who is also the regional chief executive of
Zenith, said: "The new agency pitched for the whole business but input
came from where the individual agency, that is Zenith or Optimedia, is
the strongest."
The review focused on cost efficiency and strategic planning.
"Allied Domecq wanted better co-ordination on a global basis as well as
an adequate level of resource allocation from its agency partner," added
Young.
