Amalgamated Wins Mike’s

NEW YORK Mike’s Hard Lemonade has tapped independent Amalgamated here for creative chores following a review, the agency confirmed.

Charles Rosen, CEO of the shop, said new branding work would launch in June. “Throughout the whole review process we felt it was one of those extremely rare moments when all the stars are aligned for this brand to explode,” he said. “We believe this is an opportunity that comes along once in a lifetime for an agency.”

Media chores are currently unassigned, Rosen said. Client officials did not immediately return calls seeking comment.

Amalgamated replaces We Are Gigantic on the creative portion of the business. That shop launched humorous TV spots for the client last May.

Review finalists were independent Droga5, IPG’s Mullen and WPP’s Cole & Weber United. Consultancy Ark Advisors assisted with the review.

Ad spending could exceed $30 million, sources said. The brand spent about $12 million in each of the past two years on ads, per Nielsen Monitor-Plus.