Beam Global Spirits & Wine has reassigned creative duties on its Jim Beam brand to independent StrawberryFrog, three months after splitting with longtime shop Energy BBDO in Chicago, the client has confirmed.
The assignment, which came after a review, includes the base brand, Jim Beam Black, and Red Stag by Jim Beam, according to a client representative.
The client selected the New York shop because of its "strategic and creative excellence, proven track record in innovation, the chemistry between our Jim Beam and StrawberryFrog teams, as well as the agency's expertise in building the world's most renowned brands," said chief marketing officer Kevin George, in a statement.
Major media spending on Jim Beam products totaled $10 million in 2008 and about $6 million in the first 11 months of 2009, according to Nielsen. Those figures don't include online spending.
StrawberryFrog is "honored and privileged" to handle "one of the most iconic brands in the world," agency CEO Scott Goodson said. The shop's first work is expected in the first quarter.
Energy BBDO had handled Jim Beam -- as well as sister brand Canadian Club -- for years. Beam Global Spirits, a division of Fortune Brands in Deerfield, Ill., confirmed its split with the Omnicom Group shop in October, saying in a joint statement, "We have decided to take our respective businesses in different directions."
StrawberryFrog is not picking up Canadian Club, whose major media spending was around $5 million in '08 and slightly more than $1 million in the first 11 months of '09.