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NEW YORK Mike’s Hard Lemonade has hired Ark Advisors to guide a review of its account, now handled by We Are Gigantic.
Ad spending could hit $30 million, Ark said, and the incumbent, an independent shop here, is invited to defend. Mike’s spent $12 million in measured media last year and $5 million in the first half of 2007, per Nielsen Monitor-Plus.
“Mike’s Hard Lemonade…is seeking an agency to help energize its business. Along with recent new product launches, we believe this will help us to realize the full potential of this great trademark,” said Kevin McLaughlin, vp, marketing, in a statement.
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