Online Exclusive: Account Action

JIM BEAM SELECTS ZIPATONI FOR PROMOTION WORK

Chicago Agency Will Handle Bourbon and Cordial Brands

By Published on .

CHICAGO (AdAge.com) -- Jim Beam Brands today said it selected Interpublic Group of Cos.' Zipatoni of Chicago to handle promotions work for its flagship bourbon and DeKuyper cordials.
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Jim Beam is the world's No. 1 selling bourbon, and DeKuyper is one of the world's top-selling cordial brands.

The bourbon brand previously worked with Omnicom Group's Promotion Network and WPP Group's 141 Worldwide.

Key marketing strategy
Jim Beam is making the move as promotions become an increasingly important part of marketing spirits.

Spirit marketers do everything from sponsoring celebrity parties to having attractive women push shots at the corner bar. Grey Goose vodka, originally marketed by Sidney Frank Importing Co. and acquired last year by Bacardi, has been running a national contest in which bartenders create cocktails using the vodka.

Omnicom's BBDO Worldwide, Chicago, handles advertising for the Jim Beam Brands' portfolio.

Wrigley Field
Zipatoni, headquartered in St. Louis, handles clients including Miller Brewing Co. Last year it worked with Miller's media agency, Starcom USA, Chicago, part of Publicis Groupe, on a bulletin board outside Wrigley Field in Chicago. The board would contain jokes updated to poke fun at the Cubs' opponents.

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