Lowe gets global Baileys

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R & A Bailey & Co., the Irish subsidiary of Grand Metropolitan's International Distillers & Vintners, has named London agency Lowe Howard-Spink to create Baileys Irish Cream's first international campaign, an assignment that could be worth more than $30 million. The win also includes work on the Sheridan's cream liqueur and Godet white chocolate liqueur brands.

The Dublin-based company is boosting its worldwide ad expenditures as it pushes into such new markets as Eastern Europe and China. Local advertising had been handled by local shops; this will continue in a few markets, including the U.K., where Court Burkitt & Co. handles. Media buying will remain local for now, the company said. The Lowe Group handles the account in the U.S.

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