Grey Assigns Nicholls to Diageo

NEW YORK Tim Nicholls, who ran the Seagram account at Omnicom Group’s TBWA from 1998-2001, has joined Grey Worldwide to run the Diageo business, the agency said.

In his role as evp, director of client services, Nicholls—most recently TBWA’s director of business development—will oversee Diageo brands such as Captain Morgan, Crown Royal Canadian, Seagram 7, Parrot Bay, Myer’s Dark Rum and Godiva liqueur. Combined global billings for the brands are estimated at $45 million.

Nicholls, 44, replaces Matt De Simone, who left the agency in December.

Based in New York, Nicholls reports to Grey North America CEO Steve Blamer, who said in a statement that Nicholls is “a seasoned internationalist in spirit and outlook with a proven track record as a manager of global brands, as well as a strategist with a great creative sensibility. Additionally, Tim will oversee our global Diageo business across all marketing disciplines within Grey Global Group.”

Nicholls was a founder and managing partner of BST-BDDP in London from 1991-98. Omnicom later acquired the agency and merged it into TBWA. During his career, he also has worked for Saatchi & Saatchi and McCann-Erickson, both in London.