Beam Suntory appoints Saatchi & Saatchi to handle Jim Beam creative

Beam Suntory has appointed Saatchi & Saatchi as its local agency of record for Jim Beam, Mumbrella can reveal.

Jim Beam’s creative account was previously held by Sydney independent agency The Works until November last year, with the decision to split ending a 14 year partnership between the agency and Beam Suntory.

The Works won the Jim Beam business in 2013 as part of an international consortium with Mekanism joining them from the US, Jung Von Matt in Germany.

Canadian Club Whiskey’s creative account was also held by the agency for nine years which Mumbrella understands is currently up for pitch.

At the time of the split, Trent Chapman, Beam Suntory’s marketing director, said The Works had left both Jim Beam and Canadian Club in “a very healthy position”.

Damian Pincus, creative partner and founder of The Works, also said at the time: “There aren’t many agencies in Australia that can boast the longevity of relationship The Works has had with the Beam family.

“It was one that started with a single brand, Jim Beam, and ultimately led to us become the lead global agency on the business. While you never want such a successful relationship to end, a decision has been made internationally to take the business in a new direction meaning it is no longer feasible to continue our partnership.”

In their time with the agency, The Works introduced Mila Kunis as a global face for the Jim Beam brand and won an international Effie for Jim Beam in 2013.

Beam Suntory’s newest appointment follows Leo Burnett Chicago’s win of the global creative business in December last year.

Earlier this year, Mumbrella was told the global creative review would not affect Leo Burnett Australia, who have a long standing relationship with Diageo.

Beam Suntory and Saatchi and Saatchi have both declined to comment.

Saatchi & Saatchi’s roster includes Toyota, OPSM and Ladbrokes.


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