Martini Seeks Creative Agency after HHCL Split

Article excerpt

Bacardi-Martini is seeking a new ad agency for its Martini brand after ending HHCL and Partners' hold on the account after six years.

HHCL will continue to work on Bacardi-Martini's Metz brand, and be involved in the company's NPD.

According to the agency, the split follows a failure to reach an agreement on the future direction of Martini's advertising, including extension brands Martini V2 and Martini Citro.

McCann-Erickson, which handles the Bacardi and Bacardi Breezer accounts, will not be involved in a pitch for the [Pound]1.5m business.

HHCL was hired to reverse Martini's flagging fortunes in 1996, when it relaunched the brand with its 'Beautiful People' campaign. Its first ad featured Sylvester Harvey, a sleazy cosmetic surgeon, whose consulting room was covered in black-and-white photos of body parts. He invited viewers to send in a photo of their best body parts to appear in a showcase.

The second ad saw bitchy spokeswoman Jilly Newhead promoting the drink for Christmas. Reclining on a red sofa, she purred: "Christmas is all about giving. Give your friends a bottle of Martini. …


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