Splendid Communications has beaten off competition from four rival agencies to retain the Smirnoff account the agency has held since its inception.
The global agency, which has held the UK brief since it was a start-up venture in 2003, held onto the £1m account after pitching against GolinHarris, Mischief, and 3 Monkeys.
Splendid will now act as the lead PR and social media agency for Smirnoff vodka across Western Europe. In addition, Edelman has been awarded a global brief.
Drinks manufacturer Diageo, which owns the Smirnoff brand, said the move stems from an agency review led by the New York office for the vodka brand’s global PR and earned media business.
An Australian review for all Diageo white and dark spirits was also held and is expected to be announced ‘in the very near future’.
The account is understood to have been handled from Splendid’s offices in New York and Sydney.
Simon Breckon, Western Europe brand director for Vodka, said: ‘With a new direction and enhanced ambition for PR, we are delighted to confirm that Splendid Communications is our chosen partner, which we believe will bring the best strategic thinking and creative flair to our PR plans, not to mention a huge passion for our business.’
Splendid Communications CEO Alec Samways said: ‘We love working on Smirnoff and are really proud of our track record as the Great Britain agency. With a scope now expanded to Western Europe, the client has confirmed that we are its agency of choice and we take this as a massive endorsement.’
As part of its work for the brand, Splendid developed the Smirnoff Nightlife Exchange Project in 50 countries, which won the backing of Madonna.
Read the full PR Week article here.