PHD Wins Jim Beam’s U.S. Media

CHICAGO Jim Beam Brands has tapped Omnicom Group’s PHD to handle its estimated $15 million U.S. media account after a review, according to the company.

The New York-based shop bested independent agencies TargetCast and Horizon, both in New York, for the business [Adweek, May 2]. The incumbent, WPP Group’s Mediaedge:cia, did not defend, but will continue to handle global media planning and buying on the brands, which include Jim Beam and Knob Creek bourbons, DeKuyper cordials and Starbucks Coffee Liqueur.

“We are confident our new partnership with PHD will lead to the strategic placement of our brand messages through a variety of media and will enhance our relationship with consumers throughout the nation,” said Beth Bronner, chief marketing officer of the company, in a statement. Jim Beam is a subsidiary of Deerfield, Ill.-based Fortune Brands.

The win, which is still subject to contract negotiations, came after a review conducted by Joanne Davis Consulting in New York. Jane Twyon of Worldwide Media Directors also assisted in the search and final negotiations, according to the company.

Jim Beam’s creative agency is Omnicom’s BBDO in Chicago.

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