CHICAGO Brown-Forman has tapped Interpublic Group's DraftFCB here to handle its recently acquired Casa Herradura brands, crafting ads in the U.S., Mexico and key global markets.
The company awarded the business without a review after meeting with agency teams from Chicago and Mexico City.
"Brown-Forman and DraftFCB have developed a strong partnership in the U.S. over the past 25 years," said Mark McCallum, chief brands officer at the Lexington, Ky., company, in a statement. "Their understanding of our business, and the global reach of the new DraftFCB organization, position our Casa Herradura brands for sustained success."
Brown-Forman acquired the brands in January. The agency's work will include TV, print and outdoor advertising, as well as retail and experiential programs for the Herradura and el Jimador tequilas. Casa Herradura's previous agency was WPP Group's Ogilvy & Mather.
Billings on the account were not disclosed. Brown-Forman spent $55 million on ads for all its spirits brands last year, according to Nielsen Monitor-Plus.
DraftFCB also works on the company's Jack Daniels line, including Jack Daniels, Gentleman Jack, Single Barrel and Country Cocktails.