Diageo calls direct pitch for Gordon's

by Kate Nettleton, Campaign 29-Feb-08

Diageo has kicked off a review of the Gordon's Gin direct marketing account.

The company has shortlisted a number of unknown roster agencies to pitch
for the business next week. The incumbent, Craik Jones Watson Mitchell
Voelkel, which has held the account for nine years, will repitch.

Diageo's direct marketing roster also includes Arc, Chemistry, EHS Brann

and Tullo Marshall Warren.

The successful agency will be briefed to produce DM campaigns and
customer relationship management for the gin brand in a bid to drive
sales, which dropped by 14 per cent last year.

Since its appointment in 1999, Craik Jones has produced a number of
award-winning campaigns for Gordon's, including a loyalty scheme that
won a gold Lion at Cannes in 2003 and the "new bottle" mailing that
picked up a silver at the Campaign Direct Awards in the same year.

Craik Jones has recently lost its Orange and Land Rover accounts and
First Direct has also called a review.