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.