Patrón is looking for a new agency to handle creative and media duties and has issued a review, Adweek reported yesterday.
Incumbent agency Cramer-Krasselt was invited to defend in the review, but declined, a Patrón representative told Adweek. Patrón Global Chief Marketing Officer Lee Applbaum, who joined the company from Target in November, is reportedly the “key decision maker in the search.”
“We’re looking for a highly strategic and creative agency partner,” Applbaum said in a statement. “Our selected partner will possess a track record of success in marketing luxury brands.”
The review, which is being managed by Santa Monica-based consultancy Select Resources International, is expected to conclude in November. Patrón spent around $42 million in measured media last year.