Belvedere Vodka Goes Into Play

NEW YORK LVMH is reviewing creative duties on its Belvedere vodka brand, with incumbent Berlin Cameron United defending, a client representative has confirmed.

Sources said that the New York-based client is looking at about a half-dozen shops, with plans to cut to a final list of three or four. Roth Associates in New York is managing the search, which sources expect to be completed in October or early November. Account billings are estimated at $15 million.

The participating agencies could not immediately be ascertained. Berlin Cameron could not be reached, and Roth did not return calls. An e-mail to a client executive was returned by the rep, who confirmed the review, the role of Roth Associates and the participation of Berlin Cameron.

Key decision-makers in the process include senior vice president of global marketing Jason Lundy and Charles Gibb, president of Millennium Imports, the vodka and rum division of LVMH. Client execs are expected to visit the current group of agencies before selecting finalists.

Recent Belvedere ads, such as a TV spot featuring actor-director Vincent Gallo, depict the vodka as a high-end brand for rebellious thirtysomethings and uses “Luxury reborn” as a tagline

Media duties are not in play and remain at Havas’ MPG in New York. Major media spending on the brand has fluctuated in recent years, from nearly $4 million in 2006 to $9 million in 2007 and about $5 million in 2008, according to Nielsen. Spending in the first half of this year totaled less than $1 million,