Signal’s Vision Resonates With McCormick

DALLAS Signal Creative Communication has picked up advertising duties for McCormick Distilling Co., the shop said.

The Dallas agency won the account of the Weston, Mo.-based client following a review involving four undisclosed contenders, according to a shop representative.

“We have premium brands that have a strong story to be told,” said Vic Morrison, McCormick’s vice president of marketing. “In the pitch, Signal expressed a clear vision for these brands that can take us to a higher state of awareness.”

Signal’s first assignment will be to develop an image campaign for the distiller’s Tarantula brand, a citrus-flavored tequila blend. The work is expected to break this August, the agency said.

In addition, Signal will work to revitalize the client’s Tequila Rose brand for a launch in early 2005 and develop communications for the new McCormick Irish Egg Nog, which will be in stores this holiday season.

The shop plans to support McCormick’s other brands through print ads, point-of-sale displays, packaging and guerilla marketing.

Founded in 1856, McCormick bottles, distributes and markets more than 35 premium, proprietary and family brands throughout the U.S. and 33 foreign countries. Its products include whiskeys, vodkas, cream liqueurs, tequilas, gins, brandies and rum.

Billings are undisclosed.