Two pitch for Jim Beam Euro work

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.

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

agencies.



Last month, JBB quashed speculation that parts of its European operation

might be for sale by persuading its European chief executive to

stay.



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

last month.



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