• by Steve McClellan  @mp_mcclellan, May 24, 2018

WPP agency VML has been named global digital AOR for Baileys, Diageo’s major global liqueur brand. The award came after a competitive pitch that began in February. 

Finalists included R/GA and We Are Social. 

The brand did not have a digital AOR incumbent. Creative agency Mother previously handled the brand’s digital work. 

The new global assignment will be led out of VML London and the agency will be working on initiatives driven at the global level for implementation locally across multiple markets including Europe Middle East Africa, North America, Latin America and Asia Pacific.   

Jon Sharpe, VML’s CEO Europe since January, stated, “We’re delighted to have been appointed by Baileys and continue the strong momentum in VML London. We’re looking forward to working with the brilliant team at Diageo and their agency partners on the great work they’ve been doing on what is the most loved spirit in the world.” 

In addition to Mother and now VML, the Baileys’ agency roster includes Carat, Ogilvy PR and Geometry. 

Diageo doesn’t break out advertising or marketing spend by brand and spending for Baileys was not immediately available. Baileys is credited with being the best-selling cream liqueur in the world. 

The Baileys appointment is the second recent big win for VML London, which was awarded global AOR duties for Nestlé Skin Health last month.