Outside, the U.S., Tanqueray had been handled by dif- ferent agencies in its main markets of the U.K., Japan, France and Spain, including UDV global roster agencies JWT, Leo Burnett and the Lowe Group. Most of the work in recent years was conceptual, brand positioning assignments, rather than advertising, however.
UDV spokeswoman Christine van Waveren says there are ``no plans to advertise Tanqueray in the immediate fu- ture. This is a technical appointment.'' She says it's too early to talk about plans for the brand, such as entry into new markets, but it's likely Tanqueray will have greater resources under the new set-up.
The appointment of JWT is a fall-out of the merger of United Distillers and International Distillers & Vint- ners to create UDV, following the merger of parents Guinness and Grand Metropolitan to form Diageo at the end of last year. UDV is currently undergoing the pro- cess of realigning the global brands from among its 200 worldwide with one of its three global roster agencies.
The decision to appoint JWT to Tanqueray was made by London-based Andy Mullins, global gin director. Tanqueray is sold in more than 100 markets around the world, mainly in upscale hotels.
Copyright May 1998, Crain Communications Inc.