B-M embarks on drive for Jim Beam across Europe

Burson-Marsteller has been appointed by spirit manufacturer Jim Beam Brands (JBB) on fees in excess of pounds 500,000 to handle the first pan-European campaign for the world’s best-selling bourbon, Jim Beam.

Burson-Marsteller has been appointed by spirit manufacturer Jim

Beam Brands (JBB) on fees in excess of pounds 500,000 to handle the

first pan-European campaign for the world’s best-selling bourbon, Jim

Beam.



The brief, to raise consumer awareness of the brand, was awarded after a

two-way pitch against Hill and Knowlton (PR Week, 10 September).



According to Sandra McLaughlin, PR manager for the drinks firm, B-M was

selected because of its creative ideas.



Another important factor is that B-M is owned by JBB’s advertising

agency, Young and Rubicam.



The appointment is part of an overall strategic push by Jim Beam

throughout Europe. The drive is set to begin early next year and will

also include a major pan-European advertising and sales promotion

campaign.



’B-M suggested some great creative concepts that will integrate with our

global advertising and marketing. The aim is that this integration will

bring the brand to life,’ said McLaughlin.



Prior to appointing B-M, PR was handled in-house by McLaughlin. At B-M

the account will be headed by European marketing managing director David

Brain.



JBB uses two other UK agencies. Freud Communications works on Vladivar

Vodka, while Hill and Knowlton promotes Whyte and Mackay blended whisky

and Glayva liqueur.



Sales of Jim Beam and other US blended spirit brands and bourbons such

as Jack Daniels increased by 55 per cent between 1994 and 1998, while

over the same period sales of Scotch whisky fell 18 per cent.



According to industry analysts, Scotch whisky’s declining popularity is

partly due to the perception among young people that it is

old-fashioned.



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