Berlin Cameron Wins Vitamin Water

NEW YORK WPP Group’s Berlin Cameron United has won creative advertising duties for Glaceau Vitamin Water after a review, the client said. Its sibling MediaCom picks up media chores.

The Whitestone, N.Y., client is said to have met with several agencies and heard pitches last month from Berlin Cameron, and Interpublic Group’s The Martin Agency in Richmond, Va., and Mullen in Wenham, Mass.

Glaceau spent just under $10 million last year in U.S. Media, per Nielsen Monitor-Plus and less than $5 million in 2005.

Sources said the media spend is expected to climb this year since Tata Group, an industrial conglomerate based in Mumbai, India, took a stake in the company. According to Hoovers Online, Tata Group, which also owns Tetley Tea, took a 30 percent stake in Glaceau in 2006.

Glaceau is also in the midst of a review of its media duties, which had been handled in-house. New York-based Joanne Davis Consulting confirmed that it is handling that review along with Jane Twyon. Davis declined to name the media contenders and said she was not involved in the creative review and could not comment on that part of the process.

J. Dorius Bikoff founded Energy Brands, which operates as Glaceau, in 1996.

This story updates an earlier item with client confirmation of Berlin’s selection and notes that MediaCom has also been hired.