The agency was hired following a review of consumer PR efforts in July which decided the best structure would be to appoint one agency for the first time to handle Malibu, Courvoisier, Laphroaig scotch whisky, Makers Mark bourbon and Sauza Tequila.
Five agencies made it to the shortlist from a long list created with assistance from agency selection firm AAR.
JCPR’s brief includes a major brand campaign for Malibu early in 2003 and work on a brand campaign for Courvoisier to start immediately. The Courvoisier work will ‘build on its performance in the US’, according to JCPR founding partner Robert Phillips.
PR for the brands was previously handled either in-house or by agencies on a project basis.
The JCPR team headed by Philips reports to Catheryn Sleight, UK marketing director and Michelle Pitts, brand director.
The new account does not affect Allied Domecq’s relationship with its other consumer PR agency Ketchum, which handles PR for the Tia Maria and Tia Lusso products.
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