JBB pools 8m brief at Cogent

JBB Greater Europe, which distributes spirit brands such as whiskies Jim Beam, Whyte & Mackay and spirit liqueur Glayva, has centralised all its European advertising into roster agency Cogent.

The account could have billings worth over 8m and covers all JBB’s products across Europe, including the UK’s number two vodka Vladivar and a number of smaller malt whisky brands.

Cogent, which previously handled the Vladivar account, won the business after JBB marketing director Dominic Brand chose between the three roster agencies: Cogent, The Leith Agency, which handled Glayva, and CDP, which handled Whyte & Mackay.

The move comes as Whyte & Mackay unveils a 3m marketing campaign to support the launch of its new blue label. It is understood that a new commercial has been filmed, though it is unclear when this will be shown.

The brands spent about 1m in the UK last year, according to ACNiel-sen-MEAL. Although Jim Beam had no significant ad spend in this country, it is understood to have a higher budget in other parts of Europe.

JBB’s malt whiskies are Isle of Jura, the Dalmore and Bruichladdich.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here