Dive Summary:
- Diageo has decided to take its Smirnoff vodka brand to the firm 72andSunny for global creative work, taking it away from JWT, which has handled Smirnoff since 2000.
- The brand's business will also include work on Smirnoff Ice and other extensions.
- JWT reportedly did not defend as other firms, including Anomaly and Bartle Bogle Hegarty, vied for Smirnoff.
Dive Insight:
JWT, an agency which operates under WPP, previously worked with a handful of Diageo brands, including Jose Cuervo. Cuervo recently headed to McCann Erickson New York after Proximo Spirits acquired the tequila's North American distribution rights. In the meantime, it now appears that JWT may have an open garage for spirits work if anyone is interested.
