SAN FRANCISCO: Spirits company Campari America is conducting several reviews as it seeks to reduce the number of firms on its PR agency roster.
“What we're looking to do is consolidate our brands [with] a smaller group of agencies,” said Dave Karraker, Campari's director of PR and events for North America. “Previously, we had about seven PR agencies, and now we're looking to get that down closer to three or four.”
The goal of the roster restructuring, which is grouping “like-minded brands” together, is economical and operational efficiency, he explained.
Karraker added that the company is in the final stages of the first phase of the consolidation, which includes the Wild Turkey Straight Kentucky Bourbon, American Honey, and Appleton Rum brands.
Additional reviews for other groups of brands will follow.
Karraker declined to disclose the names of the agencies participating in the review.
Wild Turkey has worked with Catalyst, while Skyy Spirits, including the X-Rated Fusion and Midori Melon liqueurs, has collaborated with Alison Brod. The company brought on Deussen Global Communications in 2012 to work with Frangelico.
Campari America, which manages Campari Gruppo's portfolio in the US, has nearly 30 brands under its umbrella, such as Cabo Wabo, Skyy Vodka, and Espolón.
Parent company Gruppo Campari, which was founded in 1860, has more than 50 brands across 190 countries.