CORDIANT ENGINEERS LAST-MINUTE REPRIEVE
Deal Avoids Suspension of Trading on London Exchange
CORDIANT'S BATES LOSES ALLIED DOMECQ ACCOUNT
Holding Company May Suspend Trading
The move, widely anticipated last week, follows the distiller's split with Cordiant Communications Group. The company's advertising agency, Bates Worldwide, had handled the account, estimated to be worth just under $30 million.
Cordiant-owned agencies, including Bates and 141 Communicator, had worked on Allied brands including Tia Maria liqueur, Malibu rum and Ballantine's whiskey. They will switch to Publicis Worldwide, though Allied's contract with Cordiant runs through October 2003. Publicis already handles Allied brands Kahlua liqueur, Beefeater gin and Stolichnaya vodka.
In a press statement, Publicis attributed its win to its integrated approach bringing in numerous specialty capabilities around the world, including Publicis Dialog, the firm's public relations arm. A fresh communications program for the brands will include media, design, sales promotions and events. The account will be serviced by Publicis agencies in 50 countries.