Grey already handles Diageo spirits brands including Captain Morgan rum and Crown Royal Canadian whisky. Grey Global Group's MediaCom handles media planning and buying for all Diageo brands in North America.
WPP Group's J. Walter Thompson, New York, previously handled the account. The business went into review in February. Diageo spent $10 million in measured media on the gin brand in 2003, according to TNS Media Intelligence/CMR.
"The team at Grey demonstrated a clear understanding of Tanqueray as a brand and showed us some potentially very exciting creative executions," said Jane Smith, Diageo vice president and group products director of white spirits.