NEW YORK Berlin Cameron United has landed creative duties on the $10 million Hennessy account after a review, the agency confirmed.
The WPP Group shop in New York beat out MDC Partners' Margeotes Fertitta Powell, whose sibling and incumbent on the business, Kirshenbaum Bond + Partners, withdrew from the pitch last month [Adweek, May 4]. Independent Wieden + Kennedy in New York was also a finalist in the review, sources said.
KB+P had handled Hennessy creative for 14 years.
A division of LVMH (Louis Vuitton Moet Hennessy), Moet Hennessy USA was formed in February 2005 via the merger of Clicquot, Millennium Import and Schieffelin & Co. Its other brands include Moet Chandon, Dom Perignon, Krug, Veuve Clicquot, and Belvedere and Chopin vodkas.
The New York client was unavailable for comment, as was the New York-based consultancy Matchworks, which handled the process when the review began in January.
KB+P's recent work for Hennessy was tagged "Never blend in," and featured longtime recording artists such as Marvin Gaye and Miles Davis and more contemporary ones like Rakim and Eric B. The shop also created a television spot for Hennessy that asks the question, "What is character?" The theme line, "Pure character," was introduced earlier this year as part of the brand's Hispanic campaign.