William Eldien, president and CEO of Nolet, said WS will focus on elevating Ketel One's profile and increasing consumer awareness of the brand through a variety of programs including brand and corporate positioning, consumer marketing, media relations, and events.
"We [also] have commitments to partnerships and sponsorships with the PGA Tour and singer Michael Buble," he added. "We have asked them to help us develop those with our consumers through media relationships and consumer trade publications."
Jennifer Vides Blake, SVP of the consumer marketing practice for WS and account lead, said Ketel One's philosophy of "discovery marketing" lends itself to "a lot of buzz marketing and one-to-one marketing programs. Inherently, the goal is to educate consumers. PR is well suited to do that."
WS bested four agencies for the one-year contract.
Billings were not disclosed. There was no incumbent. Nolet Spirits has not searched for an agency in the past six years.