SYDNEY: The recently launched local arm of Italian liquor giant Gruppo Campari has revealed its creative and media shortlists in the search for its first Australian agencies.
AdNews can reveal that Ikon, BellamyHayden and Match are in the running for the media strategy and buying business, while DDB, Core Ideas, JackWattsCurrie and Ad Partners will battle it out for the creative account.
Campari marketing director Brad Timbrell told AdNews the company was also considering whether to appoint a below-the-line agency for the promotional activity Campari was expecting to generate.
"We are unsure as to whether we end up with three separate agencies, two agencies, or possibly just one," said Timbrell.
"Out of those lead creative agencies some of them have the ability to do below-the-line activity, so we'll see how it pans out following their presentations.
"I'm sure that some of the players invloved want to throw the whole deck of cards in and take on both the media and creative, but at the moment we are briefing them out separately.
Campari Australia is the local distributer and marketer of brands including Campari, Skyy Vodka, Wild Turkey Bourbon, Riccadonna, Cinzano, Aperol and Ouzo 12.
Timbrell would not be drawn on an exact advertising budget, but said it was a "useful" amount of money. "It's less than $10 million. Agencies aren't chasing the work to bankroll their business, but it's useful and includes interesting brands."
A decision is expected by the end of May.
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