Liquor Distributor Considers IAC Group

DALLAS Schieffelin & Somerset is consolidating Hispanic merchandising, public relations and media duties across its brands and is reviewing roster agencies to handle the work, the client confirmed.

The New York-based liquor distributor has not determined whether one agency will handle all duties or three shops would each be responsible for a discipline, according to client senior brand manager of scotch brands Manny Gonzalez.

The client is looking at four agencies: independent LatinWorks in Austin, Texas, which has Hennessy; The IAC Group in Miami, which represents Johnnie Walker Black Label and Pinch; The Vidal Partnership, which handles Buchanan’s; 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.

Although the assignment would include work for all of the client’s brands, the four labels that would receive the most attention are Johnnie Walker, Buchanan’s, Pinch and Hennessy, Gonzalez said.

He said the client “periodically reviews all of our agencies and our external resources to make sure we are getting the best fit for our strategies.” He expects S&S to make a decision by year’s end.

Agencies that create advertising for the client will continue to handle those duties, which are not included in the review.

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