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Hennessy Goes Into Play

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NEW YORK Agencies are filling out "fact sheets" in a pre-review screening for Moet Hennessy's cognac brand, sources said.

Sources estimated the projected U.S. media spend on Hennessy cognac, handled by MDC Partners' Kirshenbaum Bond + Partners in New York for the past 16 years, at $10 million. The client spent about half that in 2005, according to Nielsen Monitor-Plus.

Jan Boyle, of New York consultancy Matchworks, is managing the review process, sources said. She could not be reached for comment, nor could executives at New York-based Moet Hennessy USA.

In a statement, KB+P said, "We value our client relationship and the fact that Hennessy now sells four times the amount of cognac as when we started. As our original clients Schiefellin and Somerset became Moet Hennessy, we understand that Hennessy must follow a larger corporate process that requires this review and look forward to participating in it."

Tagged "Never blend in," a recent campaign featured longtime recording artists such as Marvin Gaye and Miles Davis and more contemporary ones like Rakim and Eric B.

A division of LMVH (Louis Vuitton Moet Hennessy S.A.), Moet Hennessy USA was formed in February 2005 through 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