McCann Wins Cuervo as Tequila Leaves Diageo in U.S.
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Jose Cuervo will be run by new ad and media agencies in the U.S. as the nation’s largest tequila brand transitions from Diageo to Proximo Spirits.
Interpublic Group of Cos.’ McCann Erickson, New York, picked up the creative account after a review, while media will be run by independent Gotham Direct.
Proximo, which takes over U.S. distribution today, has signaled that it will spend more on marketing as it looks to revive the sluggish brand. “We plan to make considerable investments in brand building and innovation for the Jose Cuervo portfolio to accelerate its growth,” Proximo President-CEO Mark Teasdale said in March, when the company announced the distribution deal. The brand got $11.25 million in measured media support last year, according to Kantar Media.
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