Hennessy Remains at LatinWorks

DALLAS The Vidal Partnership has picked up Hispanic media planning and placement, public relations, event marketing and point-of-sale duties for Johnnie Walker, the client said.

The IAC Group in Miami previously handled the business.

Last fall Schieffelin & Somerset asked four roster shops to present their credentials in a review for what was then a Hispanic consolidation of merchandising, public relations and media duties for Johnnie Walker, Buchanan’s, Pinch and Hennessy.

Participating in that contest were four agencies: IAC; Vidal, which handles Buchanan’s and Pinch; independent LatinWorks in Austin, Texas, which has Hennessy; and Grey-backed Wing Latino Group, which is affiliated with MediaCom, the media buying and planning partner for the distributor’s general-market brands. Vidal and Wing Latino are both based in New York.

The New York-based liquor distributor ultimately decided to shift duties only on Johnny Walker. The other agencies will keep their respective business, according to Manny Gonzalez, senior brand manager of the client’s scotch group.

Independent Bartle Bogle Hegarty in New York will continue to handle both general-market creative and media duties for Johnnie Walker.

“The good thing is the senior management of both BBH and The Vidal Partnership know each other and have tremendous mutual admiration,” Gonzalez said. “If the need arises for BBH to collaborate with The Vidal Partnership team, that’s a possibility.”

Billings are undisclosed. S&S, a unit of Diageo, spent $5 million on general-market media last year, according to Nielsen Monitor-Plus.