The MDC Partners shop won the account after a review that included incumbent Interpublic Group of Cos.' McCann Erickson, San Francisco. Independent Butler, Shine, Stern & Partners, Sausalito, Calif., was also believed to have been a finalist.
"MFP was the challenger in this pitch, but they proved to us that they were exactly the right agency and partner for Mike's," said Anthony von Mandl, founder of Mike's. "We've always challenged the conventions of our category, and breaking the mold in marketing requires the kind of insight, thinking power, passion for the Mike's brand and breakthrough creativity that the MFP team demonstrated."
New direction for MFP
The win marks a new direction for the agency, which has parted ways with longtime accounts such as Godiva Chocolates since its creation. MDC merged Margeotes, Fertitta & Partners with Neil Powell's eponymous agency to form the agency. The shop has been working hard to gain a widely known alcohol client, participating in the Hennessy Cognac and Heineken reviews in 2006.
"At MFP, we are huge fans of Mike's -- the product, the team, the company and the brand," said Chief Creative Director Neil Powell. "This is an important new client for our agency and a great opportunity to create the kind of work we do best."
Mike's Hard Lemonade spends roughly $14 million in measured media, according to TNS Media Intelligence.