GRAND MARNIER UNITES PAN-EURO BIZ IN D'ARCY

Published on .

LONDON -- Moet Hennessy has consolidated the pan-European (excluding France) advertising business for its Grand Marnier liqueur brand into Bcom3 Group-owned D'Arcy.

The account will be led by the network's Brussels office, Quattro D'Arcy. Grand Marnier did not previously have an agency in the Belgian market.

The appointment follows a five-way pitch including U.K. incumbent Leagas Delaney; Interpublic Group of Cos.' McCann-Erickson Worldwide, Athens; Havas Advertising's Euro RSCG Worldwide and Image Force.

D'Arcy's brief is to reposition the brand for its target audience of 28 to 40 year olds.

In a joint statement, Celine Bedell, director of strategic marketing, and Michel Negrier, regional director Europe, Grand Marnier, said: "We were seeking an agency that could deliver a strategy designed to capitalize on the brand's heritage and yet reposition it for the needs of today's target. D'Arcy delivered against this and came up with a creative idea that we are confident will work in all markets and all media." -- Ali Qassim

Copyright May 2001, Crain Communications Inc.

In this article:
Most Popular