Jose Cuervo Shifts U.S. Agencies

As Jose Cuervo’s North American distribution rights move from Diageo to Proximo Spirits today, the company said it selected McCann Erickson New York as its new creative agency and Gotham Direct to handle media.

Jose Cuervo spent $7.5 million in measured media last year, according to Nielsen. That amount does not include internet marketing.

The world's largest tequila brand has partnered with various agencies in the U.S. in recent years, including short stints with Crispin Porter + Bogusky, which worked on it from September 2009 to June 2011 and JWT, creative lead on the account for a year before then. In 2010, digital shop Albion London was tapped to develop an international brand positioning for Jose Cuervo that works in all media but has a strong focus on integrating online channels with TV and experiential marketing.

Jose Cuervo’s media partner since late 2010 has been Carat. Its new media agency, Gotham Direct, has worked with Proximo’s other U.S. brands like Three Olives Vodka, Boodles British Gin, Kraken Black Spiced Rum and 1800 Tequila since 2007. While the creative agency move came after a review, the change in media shops did not result from a search process.

Diageo has distributed Jose Cuervo outside of Mexico since 1997 and still handles the brand internationally. The company had been in negotiations to acquire the brand but after those discussions broke down in December, the distributor decided not to renew its contract, which expired June 30.