ALLIED DOMECQ SPLITS WITH BBDO

No New Agency Shifts Announced for Spirits Brands

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BOSTON (AdAge.com) -- Allied Domecq Spirits & Wines USA, Westport, Conn., and its primary creative agency, Omnicom Group’s BBDO Worldwide, Chicago, have parted ways.

Allied said it has started to focus more on promotions and non-traditional advertising and less on branding, which the marketer added was BBDO’s strong suit.  

The break is effective in September,

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when the spirit giant’s fiscal year begins. It’s not certain where its brands will end up. Allied’s other big agencies are Cordinat Communication Group's Bates Worldwide, which has accounts for Ballantine's whiskey and Tia Maria liqueur, and Interpublic Group of Cos.' dRush, New York, which handles Sauza tequila and Courvoisier cognac.

BBDO had been an Allied agency since 1998, when it landed Kahlua, followed by Beefeater gin in 2000 and Stolichnaya vodka last year.

Allied’s spirits brands received $55 million in U.S. ad spending last year, though measured media in the first half of this year had dropped precipitously, according to Taylor Nelson Sofres' CMR.