Jim Beam Signs Zipatoni for Promotions

CHICAGO Jim Beam Brands has tapped Interpublic Group’s Zipatoni here to handle promotional work after a review, the agency confirmed.

“Zipatoni demonstrated a deep understanding of the spirits industry as well as the Jim Beam bourbon and DeKuyper cordials businesses,” said Chris Mahoney, senior director of DeKuyper at the company, in a statement. “We are confident that our new partnership will lead to the development of strategic and creative solutions to sales promotion challenges and continue to raise our visibility at all levels of the distribution chain.”

The shop’s initial work will be 2006 promotional materials for the Deerfield, Ill., company’s flagship bourbon and DeKuyper brands. The review involved developing a single market program for DeKuyper and a national program for Jim Beam, according to the shop.

The St. Louis-based shop bested incumbent TPN in Dallas for the business, according to sources. Billings were not disclosed. Total revenue for the company’s promotional work has been estimated at $2 million, according to sources.