McKinney Competes Against New Yorkers For Dewar’s Special

Four shops, including McKinney & Silver, pitched last week for Bacardi USA’s new brand, Dewar’s Special Reserve scotch whiskey, according to sources familiar with the review.
McKinney in Raleigh, N.C., is the lone agency outside New York pursuing the Miami-based client.
Avrett Free Ginsberg, which handles the the $20 million Dewar’s White Label account, also pitched for the business, as did DiMassimo Brand Advertising and Berlin, Cameron & Partners.
McKinney handles Dewar’s Di Saronno brand.
A September campaign is estimated at $10 million.
Optimedia International handles media planning and buying duties for all Bacardi brands in the U.S.
–Kathleen Sampey