iCrossing Nabs Two Beam Brands, Expands Role With Liquor Giant

Will handle all digital for DeKuyper and Laphroaig

Beam Inc. has selected iCrossing to lead digital marketing around its DeKuyper and Laphroaig brands, marking an expansion of the New York-based interactive firm's role with the spirits giant.

Since July 2012, iCrossing has run search marketing programs for Beam's portfolio of brands in the U.S. Now, the agency will handle those duties in addition to U.S.-based cross-platform digital creative/execution strategy for DeKuyper and Laphroaig.

"They've demonstrated their expertise in all areas of digital marketing, and we look forward to their contributions on our business for these two brands," said Andrea Javor, global director of digital and media at Beam in a statement.

The incumbent agencies were Liquid Thread for DeKuyper and Schafer Condon Carter on Laphroaig. Neither defended the account, per a source familiar with the situation. It's not known whether other agencies were in consideration with iCrossing.

Beam's move comes one month after sticking with incumbents StrawberryFrog (U.S.), Jung von Matt (Germany) and The Works (Australia) in a review for the liquor company's global creative work, with total account revenue estimated at $3 million.