Mediaedge:cia wins £20m Remy Cointreau global media

by Jules Grant,, Brand Republic 27-May-04, 11:15

LONDON - Mediaedge:cia has scooped the £20m global media business for French drinks group Remy Cointreau following a four-way pitch.

Mediaedge:cia won the business after a shootout against Carat, OMD and Starcom Group.

The review was announced in October last year with the goal of centralising the brief into one network. Starcom Motive had previously handled Cointreau while AMS Media looked after Remy Martin.

Mediaedge:cia will now lead Remy Cointreau's full portfolio of brands including Remy-Martin, Cointreau, Piper-Heidsieck, Bokma, Bols Blue Curacao, Metaxa and Mount Gay Rum. The assignment will run out of Mediaedge:cia's Paris office.

According to Nielsen Media Research, the only brands that have advertised in the UK in the past 12 months are Cointreau and Remy-Martin.

John Glover, strategic marketing services director at Remy Cointreau, said: "As a premium brand company we spend a large percentage of our margin on communications for our brands every year. By working with Mediaedge:cia, we see the opportunity to maximise the effectiveness of our consumer spending and to drive cost-efficiencies throughout our communication planning and placement programmes."

He added: "Mediaedge:cia has a compelling track record in leading assignments of this nature and we fully expect that it will help us realise this opportunity. "

Mediedge:cia said that Remy Cointreau will sit with a broad range of luxury goods handled by the agency, including Chanel and Richemont.

Remy Cointreau is distributed by Maxxium, which also distributes Jim Beam, another brand handled by Mediaedge:cia globally.

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