The business is believed to be worth $478 million.
Following a major worldwide review instigated by Chief Marketing Officer Kim Manley, who was appointed in September 2000, Allied Domecq has announced a major agency realignment to take place Nov. 1. The marketer previously worked with a number of agencies around the world.
Three above-the-line networks now have responsibility for Allied Domecq's core brands across all markets: Cordiant Communication Group's Bates Worldwide has been assigned Ballantine's whiskey and Tia Maria liqueur; Omnicom Group's BBDO Worldwide holds Beefeater gin, Stolichnaya vodka and Kahlua liqueur; while New York-based d-rush, a joint venture between music mogul Russell Simmons and the Interpublic Group of Cos., handles Courvoisier cognac and Sauza tequila.
BBDO has worked with the marketer in the U.S. market for the last three years.
Publicis Groupe's media buying and planning specialist Optimedia has been named Allied Domecq's worldwide media agency, working with its sister agency Zenith Media in some markets. Optimedia has held Allied Domecq's European account for the past four years.
Cordiant's direct marketing network 141 has been named global marketing services agency for all of Allied Domecq's key brands and will be "heavily" involved in strategic development of those brands. The marketer is now one of Cordiant's five biggest global accounts.