JBB Europe centralizes ad account

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GLASGOW, Scotland -- The European arm of Chicago-based spirits marketer JBB has consolidated its estimated $13 million business into one of its roster agencies, in line with the marketer's own move towards greater centralization.

JBB (Greater Europe) plc, based in Glasgow, has appointed Cogent, Birmingham, to act as central European coordinator for all creative work across the company's spirits portfolio. JBB's brands include Jim Beam, the sixth biggest spirits brand in the world, Whyte and Mackay Scotch whisky, Glayva whisky liqueur, Isle of Jura single malt whisky and Vladivar vodka.

The agency triumphed over fellow roster shops The Leith Agency, Edinburgh, and CDP, London. No decision has been made on the media account.

Cogent will produce creative for some brands and on others it will be responsible for coordinating and implementing work produced by different local agencies. A new European campaign for Whyte and Mackay, already created by CDP, will run this year, for example.

"The decision to rationalize advertising services into one agency has been a dif ficult one, but one that makes commercial and strategic sense," says Dominic Brand, JBB (Greater Europe) marketing director.

The company has beefed up its European marketing function in Glasgow in an effort to take more control of brands promotion from its distributors across Europe.

Copyright March 1998, Crain Communications Inc.

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