Spirits manufacturer Jim Beam Brands (JBB) is seeking a PR agency
on six-figure fees to run the first pan-European consumer campaign for
Jim Beam, the world’s bestselling bourbon.
Two agencies - Hill and Knowlton and Burson-Marsteller - are pitching
for the work, with a brief to raise consumer awareness of the brand.
Both agencies already have ties with JBB - H&K works on UK consumer
campaigns for Whyte and Mackay blended whisky and Glayva liqueur, while
B-M is owned by JBB’s advertising agency Young and Rubicam.
Sandra McLaughlin, PR manager for the drinks firm, said this is the
first time JBB has sought a pan-European campaign for Jim Beam. Both
shortlisted agencies have European networks, and JBB is seeking to
develop its product in Eastern European markets.
Third party distributors previously determined who handled PR in various
European markets. McLaughlin said JBB would continue to use local
agencies in some markets, but would shift power from distributors to the
Last month, JBB quashed speculation that parts of its European operation
might be for sale by persuading its European chief executive to
Acting chief executive of JBB (Greater Europe) Brian Megson was
appointed chief executive of the business, scotching a planned move to
run a rival operation.
Megson will concentrate on developing JBB’s brands in markets where it
is already strong. He will also work on Maxxium, a three-way global
sales venture with Remy Martin cognac and Highland Distillers, announced