Sedgwick Rd., Redhook to Battle Big Brewers

LOS ANGELES Redhook Ale Brewery has awarded its creative and media duties to Sedgwick Rd., the agency said.

The Seattle-based brewery assigned its account to the local agency after a review, which began last month, said Brandon Geary, senior vice president and director of strategic planning at Sedgwick Rd. There were three other undisclosed contenders, he said.

“Sedgwick Rd. is going to help Redhook earn new consumers not by trading them with other craft brewers, the scenario that’s been happening for years,” said Geary, “but by brazenly grabbing the attention of big-brewery beer drinkers and challenging them to be bold enough to try Redhook.”

Tim McFall, vice president of marketing for Redhook, said Sedgwick Rd. “overwhelmingly demonstrated the most confidence in their approach and their thinking, inspiring confidence in us that they can deliver the results we seek.”

Billings are undisclosed. Redhook did no measurable advertising last year, per Nielsen Monitor-Plus.