Hennessy Mixes Droga5 Into Its $10 Million Spend

The agency famous for its efforts to get clean drinking water into the hands of children is taking on serving up drinks for adults.

Hennessy, the flagship cognac brand of parent company LVMH Moet Hennessy Louis Vuitton, has selected Droga5 to handle its creative business. Annual media spending is estimated at $10 million.

The selection came after a review in which the contenders included McCann Erickson, Euro RSCG and Kirshenbaum Bond Senecal + Partners, according to review participants. Droga5, an independent based in New York, succeeds Berlin Cameron United, which had handled the account since 2006.

Before Berlin, Kirshenbaum had been the lead creative agency for 14 years. Media duties were not in play and remain at MPG in New York, which works across LVMH’s entire portfolio of brands.

Droga5’s water initiative began in 2007 as a conversation-starter among restaurant patrons in New York City, asking each to pay $1 for a glass of tap water in hopes of raising awareness and money toward providing clean and accessible drinking water to children in need. The Tap Project has since raised nearly $2.5 million under the aegis of the U.S. Fund for Unicef.