GLOBAL – UNITED KINGDOM, MARCH 25, 2013 – Baileys, "the Original Irish Cream", has tapped R/GA London as its digital agency of record. The iconic Diageo drinks brand has brought the agency on board to work as a global strategic and creative partner across its entire digital portfolio, with R/GA London being responsible for developing new and innovative long-term platforms that will ultimately help develop Baileys overall brand communications.
The partnership will also see R/GA London evolve Baileys social media strategy and presence with the design of a new and innovative digital ecosystem.
“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,” said Dawn Allison, Baileys global digital manager. “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 London is tasked with technology, social media, mobile, analytics and account management, including an opportunity for cross-office collaboration with R/GA’s Stockholm office on creative output – with Stockholm such a hotbed of creative talent.
“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,” said Matt Lodder, VP managing director R/GA London. “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.”
