Diageo consolidates Baileys digital account into Chemistry
Chemistry adds global brand site and social media strategy to Baileys digital and relationship marketing account
LONDON July 2010 - Diageo has consolidated the global digital account for Baileys, including its social media strategy and the global Baileys brand website, into Chemistry Communications.
Chemistry has been briefed to take over the management of the Baileys.com global website, which provides brand information, recipes and product information across 30 markets, as well as manage and develop the brand's social media strategy.
The appointment strengthens Chemistry’s relationship with Diageo for whom it already manages the Baileys Lounge global and UK RM programmes.
Chemistry was appointed to work on Baileys in 2003. It developed The Baileys Lounge in the UK in 2008 and as a result, was invited to create The Baileys Lounge site globally, which launched at the beginning of this year. The Baileys Lounge is now available in 19 markets to two million members.
Joe Garton, chief executive at Chemistry Communications, said: “I am delighted Chemistry are working more closely with Diageo in the digital space to what is a key and rapidly developing area of the business.
“The rise of social media as a platform for reaching consumers has reached critical mass and it will play an important role in how we move Baileys forward in this area, in addition to the other digital services we have already been providing.”