Patrón Picks a New Lead Agency

Media spending behind the assignment exceeds $40 million

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Patrón has found a new lead shop.

The Los Angeles office of Mullen landed the assignment after a review in which Goodby, Silverstein & Partners was the other finalist, according to sources.

Media spending on the brand and two others that were in play—Pyrat rum and Ultimat vodka—totaled nearly $42 million last year, according to Kantar Media.

As lead shop, Mullen succeeds Cramer-Krasselt, which did not defend. The new agency—via its Mediahub unit—will also plan and buy media for TV and outdoor ads, as C-K had. 

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