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UDV has lost one of its most senior marketers to rival Allied Domecq as the drink giants prepare to do battle for a range of Seagram drinks brands.

Kim Manley, president and global brand director for Smirnoff, has left to become chief marketing officer at Allied Domecq.

Manley, 37, fills the post vacated in March by Todd Martin, who became Allied president, North America.

Manley was marketing director of UDV Australia for three years prior to taking the Smirnoff job in January 1998.

Diageo have moved swiftly to replace him with Andy Fennell, brand development director for Guinness.

The shake-up in senior personnel comes as the two companies prepare to put in competing bids for the Seagram brands.

Diageo has teamed up with Pernod-Ricard to bid for the brands, while Allied plans to bid alone. The result could see the drinks industry change shape radically.

Fennell, a seasoned drinks marketer, has overseen the award-winning Draught Guinness ads by Abbott Mead Vickers BBDO, with the strapline 'Good things come to those who wait', and the two-year 'Black and White' campaign.

Prior to joining Guinness four years ago, he was senior brand manager for Bass' best-selling Carling Black Label brand.

Fennell joins Smirnoff at an important stage in its development. The vodka sold 16.3 million cases last year, second only to Bacardi in volume sales. Its pre-packaged spin-off, Smirnoff Ice, reached first-year sales targets in just three months.

UDV's spend on its eight priority brands, including Smirnoff, rose by 19% last year. Its most recent UK ads, by J Walter Thompson, were the 'No Imperfections' campaign for Smirnoff and the 'As clear as your conscience' campaign for Smirnoff Ice.