Stoli Taps The Martin Agency as Creative Agency

Vodka Brand Began Review in January

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Stolichnaya Vodka's U.S. division has named The Martin Agency its new creative agency following a review that began in January.

WPP's Berlin Cameron previously held the global creative account. Prior to that, the vodka's creative business was housed at WPP's Ogilvy.

The Martin Agency declined to comment. Stoli did not respond to requests for comment.

Stoli Group USA, which is led by former Bacardi USA President John Esposito, has seen some changes recently. Parent company SPI ended its relationship with its former U.S. distributor, William Grant & Sons, and as of Jan. 1, is directly managing its portfolio of brands.

The brand spent $485,000 in measured media spending from January to November 2013, a significant decrease from the year prior, when it spent $5.1 million, according to Kantar Media.

People familiar with the matter said the review was led by Lori Tieszen, chief marketing officer and senior VP-marketing at Stoli Group USA. Back in December, alcohol trade publication Shanken News Daily reported that Mr. Esposito planned to revamp the company's marketing strategy by phasing out some of the brand's 17 vodka flavors.

Horizon Media was recently appointed media agency for the brand.

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