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Baileys Drum News Digital Transformation

Baileys appoints R/GA London as global digital agency


By Ishbel Macleod | PR and social media consultant

March 21, 2013 | 2 min read

Diageo drinks brand Baileys has announced the appointment of R/GA London as its global digital agency of record.

The appointment will see R/GA London being responsible for developing new and innovative long-term platforms that will ultimately help develop Baileys overall brand communications.

Matt Lodder, VP managing director for R/GA London, said: “We wanted to offer Baileys much more than just a marketing campaign. We saw an opportunity to become a true partner of theirs in driving their business forward and evolving the way they currently behave in the digital space.

“They are exactly the type of forward thinking client we like to work with, embracing innovation and willing to engage with new technologies. It’s also a brand with a rich heritage and loyal customer base, which presents exciting challenges when developing new and innovative platforms – just the type of challenges we relish at R/GA London.”

The appointment will also see R/GA London work on a social media strategy and presence for the brand, including the design of a new and innovative digital ecosystem.

Dawn Allison, Baileys global digital manager, said: “We are really excited to be working with R/GA London. Digital is a key to our communications vision for 2013 and beyond, so we wanted to collaborate with an agency that shared our enthusiasm and commitment to innovation.

“This partnership follows the launch of the new TV advert and print campaign entitled ‘CREAM WITH SPIRIT’, which shines a light on women and celebrates the spirit of modern womanhood last year. R/GA’s digital and strategic expertise will enable them to be a vital partner in our efforts to drive our new brand positioning and strategy over the coming years.”

R/GA’s Stockholm office may be included in creative output.

Baileys Drum News Digital Transformation

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R/GA London

R/GA London, the European hub of the R/GA network, is a full-service agency that, through the creation of products, services and communications, constantly seeks to reforge the relationship between people and brands. R/GA London’s central purpose is to ‘make things that matter’. This has guided the creation of an award-winning body of work for global brands that has quickly lead to the agency becoming recognized as a pioneer and thought leader in the European market. R/GA is part of The Interpublic Group (NYSE:IPG), one of the world’s largest advertising and marketing services organizations. For more information on R/GA London, please visit

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