Initials has been appointed to handle the integrated advertising account for port brand Cockburn’s ahead of a renewed marketing push. It is thought that the business is worth about £2m.
The integrated agency was handed the account without a pitch, having worked with parent company Beam Global on Harveys Bristol Cream since the start of this year (MW January 11).
Cockburn’s did not previously have a retained agency and has had a minimal marketing budget in recent years. It has appointed Initials to reposition the brand and make it more attractive to a younger audience. The agency’s remit will cover both the onand off-trade and it is understood it will use a variety of above and below-the-line channels.
Initials, launched last year by a management team that included sales promotion guru and Triangle founder Kevin Twittey, created a campaign for Harveys based around the theme “For chilled out occasions”. The campaign also included a partnership with OK! magazine.
It emerged in April last year that Twittey was looking to set up an agency with former Arc director Jamie Matthews and several other partners (MW April 27, 2006).
Initials and Beam were unavailable for comment as Marketing Week went to press.