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Mother beats star line-up to win Diageo’s Baileys

Diageo has picked Mother London to handle Irish liqueur Baileys globally. Baileys quit BBH earlier this year saying it was going to handle the account in-house, as it did with Johnnie Walker (also at BBH). Anomaly was subsequently appointed to Johnnie Walker.

Mother beat Wieden+Kennedy, Droga5 and CAA to the business which it adds to other Diageo work including Tanqueray gin, handled out of New York.

Baileys global brand director Garbhan O’Bric says: “We are delighted to be working with the team at Mother. We were bowled over by the strategy and creative that they demonstrated, we felt that the people behind the agency were wonderful and we are confident that Mother has all the right ingredients to become the perfect long-term partner.”

Mother global CEO Michael Wall says: “It’s fantastic to add Baileys to our existing Diageo brands. This is a cherished and longstanding client relationship and we have some great global work in the making.”

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