Anomaly to Handle Captain Morgan Global Creative Duties

Diageo has selected Anomaly to handle global creative duties on Captain Morgan rum after a review, sources said. Worldwide media spending on the brand is estimated at $30 million.

The New York independent succeeds WPP Group's Grey in New York, which had handled the business since 1994. Other contenders in the review included Grey and Publicis Groupe–backed Bartle Bogle Hegarty in New York, according to sources.

The agencies either declined to comment or could not be reached. But sources said that Diageo executives had notified contenders of its decision.

Diageo, a London-based company that has U.S. offices in Norwalk, Conn., and New York, did not return messages.

Media duties were not in play and remain at Aegis Group's Carat in New York. Carat landed U.S. duties on all Diageo brands in early October. The other brands include Smirnoff, Johnnie Walker, Baileys, J&B and Guinness.