Diageo drops JWT for Baileys

Diageo has parted company with JWT and called a pitch for its £40 million Baileys global account. Diageo has approached agencies and plans to see formal presentations for the Irish cream liqueur later this year. JWT has had the account for two years, after it saw off Leo Burnett and Bartle Bogle Hegarty, the previous incumbent.

Diageo appointed marketing Philip Almond as global brand director for Baileys last August. Dublin agency DDFH&B, which is partly owned by JWT, has handled high-profile Baileys work. The relationship between Diageo and JWT in handling Smirnoff vodka is not affected by the Baileys move.

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