Baileys chooses Mother as global strategic and creative agency

Diageo-owned Baileys Irish Cream has appointed Mother as its global strategic and creative agency following a competitive pitch.

The agency replaces Bartle Bogel Hegarty with whom Diageo split in May after the drinks giant said it was looking to bring advertising in-house for Baileys.

Garbhan O'Bric, Baileys global brand director, Diageo said: "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."

The Baileys win is the result of a pitch run out of London and New York Mother offices and the business will be led out of London.

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