INTERNATIONAL NEWS: BBH in Gordon's Gin win

<p>Bartle Bogle Hegarty has broken Leo Burnett's 12-year hold on the </p><p>Gordon's Gin business with a brief to extend the brand's leading share </p><p>of the UK market. </p><p><BR><BR> </p><p>United Distillers & Vintners confirmed that BBH would take over the </p><p>creative work on the £3 million (about US$4.2 million) </p><p>account after a pitch against the incumbent shop. </p><p><BR><BR> </p><p>The decision leaves Burnett with no other UDV business in the UK. </p><p><BR><BR> </p><p>Media buying did not form part of the review and will continue to be </p><p>handled through Carat. </p><p><BR><BR> </p><p>Syl Saller, UDV's marketing director, insisted that there was no </p><p>dissatisfaction with Burnett's performance and that the decision to end </p><p>"our long and fruitful partnership" had been difficult. </p><p><BR><BR> </p><p>With more than 40 per cent of the UK market, Gordon's is the country's </p><p>best-known gin brand and has a marketing budget that outstrips all of </p><p>its rivals. However, it is under pressure from supermarkets' own-label </p><p>gins. </p><p><BR><BR> </p><p>For BBH, the assignment reinforces its relationship with UDV, for whom </p><p>it already handles Johnnie Walker whisky. </p><p><BR><BR> </p><p>For some time, UDV has been attempting to strike a delicate balance in </p><p>its advertising, which aims to recruit drinkers aged between 25 and 34 - </p><p>who typically favour wine or beer - without alienating its core market </p><p>of middle-aged drinkers. </p><p><BR><BR> </p><p>Last year, younger drinkers were the target of a TV and cinema campaign </p><p>featuring a denim-clad pool player and the line: "Gordon's as </p><p>experienced by a hustler." </p><p><BR><BR> </p><p>Meanwhile, sponsorship has been used to appeal to wealthier consumers, </p><p>aged 45 and over, via support of the National Trust and a series of </p><p>gardening events, including sponsorship of a display at the Chelsea </p><p>Flower Show. </p><p><BR><BR> </p><p>UDV has been rationalising its agency roster, dropping Lowe Lintas & </p><p>Partners, to leave Burnett and J. Walter Thompson as its two global </p><p>networks. </p><p><BR><BR> </p><p>JWT handles £127 million worth of worldwide advertising for </p><p>Smirnoff, Bailey's, Malibu and Sheridan's. </p><p><BR><BR> </p>