The global account will be run from London. In November, BBH New York was appointed to handle the US advertising account for Smirnoff Ice.
Diageo reviewed the account after falling sales for Smirnoff Ice, with 2003 sales for the drink down by 13%.
The sales drop came in the same year as it dropped its "As clear as your conscience" advertising strategy, which was used for the launch of the brand in 1999, for a new, more obscure campaign based around the concept of "Lyriquid Perfection". It spent 拢8.5m on the campaign.
BBH already works on Baileys and Johnnie Walker for Diageo, and the company said that it had presented a very strong idea for the global campaign, which will break in spring 2005.
The account will be headed by deputy creative director Russell Ramsey, board account director Melanie Exon, and Chris Harris, who is president of international operations.
Leo Burnett Worldwide will provide support in countries where BBH does not have a presence. Publicis Groupe owns Leo Burnett, as well as a 49% stake in BBH.
JWT, part of the WPP Group, will continue as the agency on Diageo's global Smirnoff vodka account, which was not up for review.
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