Diageo parts ways with The Monkeys – hands business to lead roster shop Leo Burnett, Sydney

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Thumbnail image for Screen shot 2011-02-23 at 8.30.47 AM.jpgAustralia: Only 15 months after CB revealed that Diageo had awarded the prized Smirnoff account to The Monkeys after a shootout with 303 Sydney, the liquor giant has parted ways with the agency, handing The Monkeys’ slice of the business to lead roster agency Leo Burnett, Sydney.

Diageo’s other brands include Johnnie Walker, Bundaberg Rum, Baileys Irish Cream and Guinness.

The Monkeys CEO Mark Green said: “It is unfortunate but sometimes that is how things pan out.  We would rather play a bigger role with our clients because that is where we are most effective and we welcome new opportunities in the category.”

Diageo marketing director Matt Bruhn said: “We’ve been working with the Monkeys for about 15 months and have used a two above-the-line agency model – also using Leo Burnett.  The Monkeys handled global brand advertising and there was not enough work to stretch them as an agency. The Monkeys is an amazing agency, always looking to create amazing work. Doing global adaptations simply was not inspirational for them.  We wish them well.”