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Liquor Brands Issue RFPs to Latino Shops

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DALLAS Jim Beam has begun issuing requests for proposals regarding its Hispanic advertising duties, a client representative confirmed.

"We are conducting an agency review for our Hispanic marketing efforts," said client representative Stephanie Moritz. "We're looking at small to midsize [agencies] to build our brand."

Moritz said the company is contacting more than a dozen agencies, which are mostly located east of the Mississippi. She said the client plans to wrap up the review by the spring.

The winning agency will handle work for Jim Beam, its related brands and new products, Moritz said.

The Bravo Group in New York has handled some work for the whiskey brand in the past. It is unclear whether Bravo will be participating; the shop could not immediately be reached for comment.

Billings are undisclosed. Deerfield, Ill.-based Jim Beam named Omnicom's BBDO in Chicago lead creative agency on its $20 million general-market account following a review in September.