Mullen Wins Patron Global Creative

Review Began in August

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Patron Spirits is preparing to name Mullen its new global creative agency following a review, the company confirmed on Friday.

Patron began the review in August after it parted ways with independent agency Cramer-Krasselt, which had won the business in 2010. Los Angeles-based consultants Select Resources International handled the process. Mullen will also handle TV and out of home media duties, both of which were previously handled by Cramer-Krasselt.

"We're delighted to partner with the team at Mullen, a world-class strategic and creative agency that will help us build on our tremendous brand equity and accelerate our sales and share growth globally," said Lee Applbaum, Global Chief Marketing Officer at Patron Spirits, in a statement.

Mullen declined to comment. The Interpublic shop's Los Angeles office will handle the account. Mullen opened the West Coast office after it won the Acura account in early 2013.

For Mullen, the win comes after the agency recruited Margaret Keene from Saatchi Los Angeles as the lead creative in the office. Mullen's chief creative officer Mark Wenneker is based there as well. Ogilvy London's Tom Donovan joined Mullen L.A. as director of strategy last month.

Mullen's North Carolina office this summer picked up the Ulta account.

Patron in 2013 spent $41.5 million on measured media in the U.S. across its brand portfolio, according to Kantar Media.

Contributing: Malika Toure

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