WPP Shops Land 3 Liquor Brands

WPP Group agencies have gotten the better of Omnicom Group shops in the liquor category recently, taking global creative duties on Pernod Ricard’s The Glenlivet and winning the U.S. launches of The Absolut Spirits Co.’s Danzka Vodka and Plymouth Gin.

Glenlivet, which was at Omnicom’s Brand Architecture International in New York, shifted to the team of Berlin Cameron/Red Cell in New York and Young & Rubicam in Paris, sources said. Bill ings are estimated at $8-10 million.

Danzka and Plymouth moved to BrandBuzz in New York, the interdisciplinary unit of Y&R, whose Copenhagen office handles Danzka overseas, according to BrandBuzz. Omnicom’s TBWA\Chiat\Day, Absolut vodka’s longtime agency, also was considered for the assignments, which collectively carry billings of $8-10 million, sources said.

In addition to creative duties, BrandBuzz will do media planning, which agency CEO and founder John Partilla described as “an integral part of the creative process.” The shop now claims billings of $75 million.

Absolut chose BrandBuzz because it is “nimble” and “hungry,” said Hayes Tauber, client product manager, international brands. Tauber also cited the shop’s access to resources at the larger Y&R as a factor.

Glenlivet is the second Pernod brand that Berlin Cameron has won in four months; the other was Wyborowa vodka. Pernod was impressed with the agency’s reel, which includes spots for New York Life and Coke’s Dasani. The shop claims billings of about $500 million.

Calls to Pernod Ricard USA were not returned by press time.