Diageo has switched agencies for the handling of global advertising for the Baileys brand.

The drinks giant confirmed yesterday (1 April) that ad agency BBH, which has held the account for five years, is being replaced by JWT. The move follows what Diageo called "a comprehensive review" of Baileys' global advertising.

JWT was chosen from a group of four aligned and non-aligned agencies who participated in the Baileys' review exercise. The other agencies in the running were BBH, Leo Burnett and Fallon.

BBH will maintain global responsibility for Diageo's Johnnie Walker Scotch brand, Diageo noted. Baileys joins Smirnoff in JWT's Diageo stable.

"The quality of thinking and ideas from all four agencies surpassed our expectations, producing challenging thinking and brilliant work," said Sharon Keith, global brand director for Baileys at Diageo.