SAN ANTONIO: Beer brewer Pabst Brewing Company has tapped Singer Associates and Ketchum to promote its more than 40 brands of beer.
The agencies, which pitched for the brewer's PR business together, will work as joint AORs to strengthen local communities' affinity for their locally brewed beer.
"These are real American beers," asserted Sam Singer, president of Singer Associates, in San Francisco. "People feel very attached to regional brews.
We really want to build upon the heritage Pabst has in regional markets, and create programs that tie the beers into their local and regional communities where the beers are brewed.
"One of the first assignments we have is to reintroduce and reinvigorate their brands," added Singer.
"This is a tremendous win," said Doug Kinzley, director of Ketchum's San Francisco office.
"Our focus is going to be on building the brands of the individual Pabst labels," continued Kinzley.
"We will be rolling out our branding campaigns one by one."
Among Pabst's beer brands are Blue Ribbon, Colt 45, Old Milwaukee, Blatz, Champale, Lucky Lager, Schlitz, Stag, and Lone Star, which Singer said the former President Bush has been spotted carrying from time to time.
Ketchum and Singer will begin by focusing on Old Style, a popular brand in Chicago, followed by Rainier, a favorite in the Pacific Northwest.
Singer said that after he spoke with Pabst CEO Brian Kovalchuk about the company's PR needs, he decided to invite Ketchum to join him in the bid for the account.
"With Pabst looking for PR work across the nation, I called up Ketchum," said Singer, who has worked with the agency in the past. "Ketchum is particularly good - if not one of the best - at building brands." By working hand-in-hand, Ketchum will be able to provide branding on a national and regional level, while Singer will focus more on financial and corporate communications.
Pabst is a significant win, added Singer, because his agency tends to work with clients in the Bay Area and throughout California. The Pabst account will allow his agency to do more national PR work.
"We've partnered with Singer before," said Kinzley. "They're a great agency to work with.
We're pretty excited about this win. It's a great win for the branding practice that will draw on the strengths of our numerous offices."