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Just as JWT's longtime relationship with Diageo ends, another one begins.
72andSunny has landed global creative responsibilities on Smirnoff, a brand that JWT had handled since 2000. JWT, a WPP Group agency that at one point handled several Diageo brands, including Smirnoff, Baileys and Jose Cuervo, is now, as they say, open in the spirits category.
The Smirnoff shift came after a review that was mostly a roster shop affair. The other contenders included Anomaly, which handles Captain Morgan; Mother, which has Tanqueray; and Bartle Bogle Hegarty, the lead creative shop on Johnnie Walker and Baileys, according to sources.
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