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Presenting a strategy that focused on educating consumers about varying grades of cognac, SpikeDDB was awarded Rémy Martin cognac’s U.S. creative account.
The New York shop, a unit of DDB, bested incumbent Ellenson Group in New York and two un disclosed others for the estimated $5-10 million account. CIA Media network in New York handles media. DDB handles creative overseas.
“We looked for where our fastest, biggest growth came from, and that’s the African American market,” said Larry Neuringer, marketing director for Rémy Martin in the U.S.
“We had a complete two-day indoctrination on cognac and visited the fields [in France] where the grapes are grown,” said Spike Lee, chairman and chief creative officer.
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