Allied Domecq moves global brief to Zenith Optimedia

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