JWT Hires Fallon Vet to Lead Diageo

Spirits and sports are traditional ad partners, and the link has led Fallon New York group account director Michael Haje to join J. Walter Thompson’s Gotham office. He begins next Monday in the position of senior partner, director in charge of Diageo’s $70 million account in the U.S.

At Fallon, Haje, 40, oversaw such brands as Sports Illustrated and ABC Sports, which share the same generally male audience as most spirits. At JWT, he replaces Peter Grossman, who was promoted to global business director on Cadbury, said Howard Portrate, the agency’s evp, worldwide director in charge.