Clockwork Competes for Rum

Seeks Additional Brand of Remy-Amerique
ATLANTA–Clockwork Advertising here is one of two shops in the running for the creative and strategic work of Mount Gay Rum, a brand in the Remy-Amerique empire.
The account had been with the Blum Group in New York.
The agency pitching against Clockwork Advertising for the business is George Hoyos & Associates in Bridgetown, Barbados.
Media planning and placement are not part of the review. Billings, sources said, are less than $500,000, but the client is planning to put more behind the brand.
According to Clockwork Advertising co-founder Andy Montgomery, part of Remy-Amerique’s pitch assignment is to craft an advertising campaign that can be utilized on a global basis.
“The plan is for the [advertising] to become a worldwide campaign,” Montgomery said. “The work needs to be able to be translated.”
Clockwork Advertising is no stranger to Remy-Amerique. The Atlanta agency also handles Don Julio Tequila, a premium brand that carries the tagline, “A lifetime in the making.” The shop also does project work for Remy’s Piper-Heidsieck champagne and Mount Gay Extra Old. The latter brand is the dark version of the rum that is in play between Clockwork and George Hoyos & Associates.
“We think [rum] is a category that shows a lot of potential,” Montgomery said. “It’s a popular category with only one, really well-known player,” referring to Bacardi.
A final decision is expected to be made by the client in April.
–Jim Osterma