Byravee Iyer
Jun 6, 2014

Diageo picks local Vietnamese shop for key digital duties

VIETNAM - The world’s largest producer of spirits has tasked Sofresh to manage its digital marketing efforts for Smirnoff and Baileys in Vietnam, following a four-way pitch.

Diageo picks local Vietnamese shop for key digital duties
Diageo picks local Vietnamese shop for key digital duties

TBWA, OgilvyOne, and Echo are believed to have been involved, although Campaign Asia-Pacific was unable to independently verify this by press time.

Mediacom handles media buying and planning for Smirnoff and Baileys in Vietnam. On the digital side, OgilvyOne is responsible for brands like Ciroc, Singleton and World Class.   

The alcoholic-beverage industry in Vietnam is showing strong growth thanks to heavy investment from manufacturers in areas like new product development, marketing and event sponsorship. The growing number of young, working-class adults is also contributing to growth, according to market research firm Euromonitor. 

*Update, 6 June: Digital duties were split between Sofresh and OglivyOne. Diageo Vietnam selected OgilvyOne as its digital agency of record on the company's Reserve range. 

Diageo Vietnam has recently selected OgilvyOne as the Digital Agency of Record on the company’s prestigious “Reserve” spirits range, while Sofresh handles Baileys and Smirnoff. The announcement came very soon after a four-way pitch.

“OgilvyOne’s sound customer-centric strategic approach convinced us that they were the right partner to help us continue to drive growth across our key Reserve brands over the next financial year," said Hugh Pile, Diageo's marketing director. 

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