Diageo has selected an agency to cover global advertising for its Don Julio tequila brand. The drinks giant said yesterday (25 October) that it has chosen Grey Worldwide to create global advertising and other communications for the brand following a short unannounced review of agencies.

Grey was selected after the first round based on its current work for other major Diageo brands, the company added.

In a statement, Rob Warren, senior vice president of Global Tequilas at Diageo said: "Grey's terrific creative work for Captain Morgan, Parrott Bay, Tanqueray and Crown Royal, and its strategic and creative success in building our brands, made it a natural decision for us to assign Don Julio to their team."

Jim Heekin, chairman and CEO of Grey Worldwide, added: "We are pleased that Diageo, one of our core global clients, has asked us to develop a winning strategic platform for a Don Julio communications campaign.

"We look forward to helping Diageo make Don Julio a preferred brand in the growing ultra premium tequila category."

Don Julio is the second Diageo brand awarded to Grey in the last 15 months, following Tanqueray Gin last year. The agency has handled Crown Royal and Captain Morgan for several years. Grey also creates advertising and communications for Captain Morgan Tattoo, a recently launched, limited distribution brand extension of Captain Morgan rum.