Absolut Vodka given shot in the arm with three new agencies

NEW YORK: Seagram's Absolut Vodka has appointed three new agencies to its lineup to work on national publicity projects to boost the brand.

NEW YORK: Seagram's Absolut Vodka has appointed three new agencies to its lineup to work on national publicity projects to boost the brand.

NEW YORK: Seagram's Absolut Vodka has appointed three new agencies to its lineup to work on national publicity projects to boost the brand.

BSMG in Chicago, Ketchum in New York and the 45-person New York boutique agency LaForce & Stevens, are all new to the Absolut business. The vodka brand has no agency of record and its in-house staff of two manages agencies on a project basis.

Jennifer Vocorro, public relations and events manager for Absolut, confirmed all three projects were national, and added that BSMG's responsibilities included media relations. She said LaForce & Stevens' work will involve publicizing the brand's distinctive advertising, created by its ad agency of 20 years' standing, TBWA/Chiat/Day. She declined to comment on the Ketchum business.

The key messages for all three projects will supplement current efforts on flavor and quality. 'The new agencies will be targeting our usual audience but there will be a different twist on each project,' said Vocorro, who said no new flavors or other large-scale changes are planned. 'Some of our programming does include national launches with regional rollout.'

Because Vivendi Universal is waiting for regulatory approval to sell Seagram's spirits and wine business to Diageo and Pernod Ricard for dollars 8.15 billion, Absolut is also seeking a new marketer and distributor. Vocorro said she does not yet know how the sale will impact public relations, but said she did not anticipate any change in the brand's PR direction.



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