Patrón is nearing the end of its search for a new lead agency to handle both creative and media, as only Mullen and Goodby, Silverstein & Partners remain in its creative review, sources told Adweek.
Patrón launched the review back in August, and according to Adweek it originally consisted of about “half a dozen” agencies. Incumbent agency Cramer-Krasselt was invited to defend in the review, but declined. Lee Applbaum, global chief marketing officer at Patrón and the “key decision maker in the search” stated that the company was looking for “a highly strategic and creative agency partner” with “a track record of success in marketing luxury brands.”
The winning agency will handle creative and media buying and planning duties for Patrón and its sister brands Pyrat rum and Ultimat vodka, which accounted for around $42 million in measured media last year, according to Kantar Media. Print buying, digital creative responsibilities and public relations efforts are not part of the review, and will remain at 3 Plus Media, Razorfish and M Booth, respectively. A decision is expected early next month.
The key question: sipping or shooting?