JWT Lands Jose Cuervo Creative Chores

NEW YORK JWT here has landed North American creative duties on Diageo’s Jose Cuervo tequila after a review, sources said.

The other finalist was Omnicom Group’s Tribal DDB in New York, said sources. The incumbent, Omnicom’s The Arnell Group, and Publicis Groupe-backed Bartle Bogle Hegarty, both in New York, also took part in the review, but did not reach the final round, per sources.

WPP Group’s JWT, which also handles Diageo brands such as Smirnoff, Smirnoff Ice and Baileys, referred calls to the client, where execs could not immediately be reached.

U.S. major media spending on Jose Cuervo totaled nearly $20 million last year and almost $10 million in the first four months of 2008, according to Nielsen Monitor-Plus.

In the spring, JWT reclaimed global creative duties on Baileys from BBH following a review. That shift came five years after JWT lost the liqueur brand to BBH in London.