The Publicis Groupe agency, which already held half of the business, won the consolidated account in a four-way pitch against Manning Gottlieb OMD, Walker Media and the fellow incumbent, MEC.
Maxxium is the sales arm for Beam Global Spirits & Wine and The Edrington Group, and will increase the £5 million it spent on media last year to £9 million over the next 12 months, according to the client.
ZenithOptimedia has retained the Beam media business and will now also handle the Edrington business, previously held by MEC, including The Famous Grouse.
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