We Hear: Campari Talking to Creative Agencies for Skyy Vodka

By Patrick Coffee 

Spirits company Campari has reached out to agencies regarding its Skyy Vodka brand, according to a source with knowledge of the matter.

The Skyy brand has been in something of a transitional phase since splitting with Venables Bell & Partners, which became its first lead creative partner in 2013 after Campari bought the brand for an estimated $200 million plus. The account had previously been with branding agency Lambesis, which made all those famous print ads, for 15 years.

Early last year, we noted that the brand was shopping around for a new creative agency partner. Its most recent campaign, launched in April, came from New York’s Agency 5 O’Clock, which specializes in beverage clients. That shop was co-founded by former BFG Communications VP and brand strategist Larry McGearty.


Here’s the spot, which was part of a larger campaign called “Make. Every Day.” shot by Irish fashion photographer Tony Kelly.

According to our source, Skyy reached out to several prominent agencies, but talks with at least one shop later broke down. Back in 2014, the brand’s estimated media spend was around $30 million.

Campari PR responded to our query regarding the review by writing, “we don’t comment on rumors or speculation.”

We also reached out to 5 O’Clock and will update this post if we receive more information.