Absolut Vodka appointed BBH London as lead global creative agency, following a review, The Drum reports. Sid Lee formerly held creative duties on the account and is believed not to have participated in the review.
“We are thrilled to have the creative and strategic talents of BBH join the Absolut family as we bring to life the next evolution of the #AbsolutNights campaign,” Absolut vice president, marketing Craig Johnson told the publication. “We are confident that the approach BBH demonstrated through the pitch process will extend our legacy of bold marketing that made Absolut one of the world’s most known and loved brands.”
BBH London’s first effort will be an iteration of the #AbsolutNights campaign launched in 2014 across all markets. Sid Lee’s Amsterdam and New York offices teamed up last May for an #AbsolutNights effort centered around a 30-second broadcast spot documenting related events in cities including New York, Berlin, Sao Paolo and Johannesburg.
BBH London managing director Adam Arnold told The Drum that the agency was “deeply proud” to be working with the client, adding, “Our ambition is to live up to its rich advertising heritage and at the same time make the brand meaningful to a whole new generation of drinkers. Creative opportunities do not come bigger or better than Absolut.”
The news follows Uber choosing BBH London as its first official agency in the U.K. back in March and the departure of deputy executive creative director, managing partner Caroline Pay, and subsequent promotions of Ian Heartfield and Black Sheep Studios CEO Anthony Austin to deputy executive creative director roles in July.