Seagram Spirits & Wine is mooting a global ad agency for its tequilas and may review existing global accounts for its Martell cognacs and Chivas Regal whiskies.
Seagram refuses to confirm the moves but it is understood that Joseph Tripodi, Seagram’s new chief marketing officer, will spearhead an examination of advertising as part of a broader drive to improve the company’s consumer communications. This may also include consolidating media buying and planning.
Seagram’s Martell cognacs are handled globally by Ogilvy & Mather, while its whiskies and Absolut Vodka are handled by the TBWA network. In the UK alone, Seagram spends an estimated 3m on advertising.
The possible search for a global agency for Seagram’s tequila brands such as Olmeca reflects a general determination among spirits companies to capitalise on the growing popularity of tequila in Western markets. This week, Seagram announced a new investment in the Tequila Don Julio company and the appointment of Rodger Reiss, formerly managing director of Seagram Americas Brand Company, to the new position of group head of tequilas. “Seagram is investing significant resources into this category to substantially enhance its position,” a statement reads.
The company has also announced much of its global marketing team, which was appointed after restructuring which began last year.
Paul Saxby, formerly Seagram’s market development director for Europe and Africa, has been made regional marketing head for Europe and Africa. He will be based in London and will report to Tripodi and Tony Froggatt, president of Europe and Africa (MW January 21).