Mekanism Named Digital Agency for Jim Beam

Brand Is Second Win for Shop at Beam's Parent Company

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Mekanism has been named the digital agency for the Jim Beam brand.

A spokeswoman for Mekanism declined to comment, but a spokesman for Beam Suntory, the brand's parent company, confirmed that Mekanism is Jim Beam's U.S. digital agency of record, adding that the company held a review with no consultant.

According to people familiar with the business, Beam is expected to increase its emphasis on digital. Previously, StrawberryFrog handled the digital work, though the shop remains on the Beam roster. For other creative, Beam will continue working with its consortium of agencies Future Works, which includes StrawberryFrog, New York; The Works, Sydney, Australia; and Jung von Matt, Hamburg, Germany. Future Works in February created Jim Beam's first global ccoordinated global marketing effort, which included a TV spot featuring actor Mila Kunis.

Mekanism late last year began working with Beam Suntory for its Calico Jack Rum. It also recently picked up the Ben & Jerry's account, which wedges it onto the Unilever roster. Earlier this year, the agency created a Super Bowl spot for the Pepsi brand.

Suntory Holdings in January bought Beam Inc. for $16 billion. The acquisition gave the Japanese holding company ownership of brands like Maker's Mark, Pinnacle and Canadian Club.

Beam spent about $21 million on U.S. measured media in 2013, according to Kantar Media. That figure includes Jim Beam's line extensions like Red Stag and Devil's Cut. Jim Beam had about $117.9 million in U.S. sales for the year ending July 13, up 7.8% from the prior year. It is the No. 3 whiskey in the U.S., behind No. 1 Jack Daniels and No. 2 Crown Royal.

--Contributing: E.J. Schultz

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