Genesee Selects Ground Zero

Genesee Brewing Co. has selected Ground Zero to handle its advertising, without a review.
The Santa Monica, Calif., agency is currently handling strategic planning and creative development for work that will break in the near future, according to Jim Smith, the agency’s managing partner. Billings on the account were undisclosed, but previous ad spending has been in the $3-5 million range.
Genesee and its former agency, Pedone & Co. in New York, parted ways last year.
“We’ve always said the kind of clients we like are the ones we’d love to have a few beers with at the end of a busy day; and the folks at Genny qualify on all counts,” Smith said.
Genesee officials were unavailable for comment at press time.
The Rochester, N.Y.-based brewer is one of the country’s largest family-operated regional brewers. It markets Genesee Beer, Cream Ale and Genny Light under its corporate banner and JW Dundee’s Honey Brown Lager and Honey Light through HighFalls Brewing Co., its speciality brewing subsidiary. Distribution is mostly on the East Coast and parts of the Midwest.
Smith said the agency targeted Genesee because “we thought we would be a good match.”