Jim Beam names Ketchum division agency of record

LOS ANGELES: Jim Beam Brands has hired Ketchum Entertainment Marketing (KEM) as AOR for product placement on its portfolio of liquor products.

LOS ANGELES: Jim Beam Brands has hired Ketchum Entertainment Marketing (KEM) as AOR for product placement on its portfolio of liquor products.

"We chose KEM because they offered a great combination of skills, from on-screen product placement to navigating the entertainment media to creating buzz," said Beth Bronner, chief marketing officer at Jim Beam Brands Worldwide.

KEM will work with such brands as cordial De Kuyper, Jim Beam Black and White, and Voxx Vodka for TV and film placements, as well as for sponsorships and event integration.

Tom Freydl, co-MD of KEM, said each brand will be given an individualized approach.

"When dealing with a multiple portfolio of brands, each is its own entity, so you have to make sure you're speaking to the breadth of the portfolio."

Freydl added that the agency is also charged with protecting the brands' images.

"Part of our job is to make sure that [the products] are not in scenes that depict underage drinking, heavy indulgence of alcohol, and maybe don't speak to the type of people we want drinking the brand," he said.

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