- Andrew McMains

NEW YORK JWT has reclaimed global creative duties on Diageo's Baileys liqueur from Bartle Bogle Hegarty after a review, sources said.

Global spending on the brand was slightly more than $40 million in 2007, per Nielsen Monitor-Plus and Nielsen Global AdView. In the U.S. alone last year, major media spending approached $15 million, according to Nielsen. That figure does not include online ads.

The creative shift comes five years after JWT here lost Baileys to BBH in London. Other contenders for the business included Publicis Groupe units Leo Burnett and Fallon, but the latter was eliminated in an earlier round, according to sources.

WPP Group's JWT, which is expected to lead the business out of London, referred calls to the client, which could not immediately be reached. Other Diageo brands handled by JWT include Smirnoff, Smirnoff Ice, Smirnoff Twisted V and Smirnoff Raw Tea.

Publicis Groupe-backed BBH retains creative duties on Diageo's Johnnie Walker. The agency did not return calls.