Diageo Hands Tanqueray Work to Grey

NEW YORK Diageo has expanded its relationship with Grey, awarding the shop its Tanqueray Ten brand, the agency confirmed.

According to an internal memo from Grey worldwide CEO Jim Heekin, the account acquisition came without a review, moving from Laird + Partners in New York.

Diageo spent less than $1 million advertising Tanqueray Ten in 2005, according to Nielsen Monitor-Plus. With the addition of that brand, the WPP Group shop now handles about $40 million in U.S. measured media for the client.

“I am delighted to announce that Diageo has awarded us its Tanqueray Ten brand, the super premium cousin of Tanqueray,” Heekin said in the memo. “The only gin in the world distilled with hand-picked, whole-fruit-fresh botanicals, Tanqueray Ten has won a slew of awards, including ‘Best New Gin’ from Food & Wine magazine, since its launch in 2000.” (WPP’s JWT launched the brand that year.)

Heekin gave kudos to the agency’s team on the account, especially global account director Tim Nicholls and svp Christine Parrino.

Diageo’s other roster shops include JWT, Publicis Groupe-backed Bartle Bogle Hegarty and Omnicom Group’s BBDO.