Fortune Brands hires Publicis Dialog for Beam job

by Ed Kemp, Marketing 26-Apr-06

Beam Global Spirits and Wine, the operating arm of US drinks group Fortune Brands, has appointed direct agency Publicis Dialog to work on the brands it acquired from Allied Domecq in 2005.

Following its £7.4bn purchase of Allied Domecq, Pernod Ricard sold
its Canadian Club, Courvoisier cognac, Maker's Mark and Sauza spirits to
Fortune in a deal worth £2.8bn. Pernod retained the remainder of

Allied's brands.

Because of its size, the deal was subject to a European Commission and
US Federal Trade Commission investigation, which gave the green light to
the takeover last June.

Fortune, whose labels include Jim Beam bourbon and Dalmore Scotch
Whisky, subsequently called a review of its global advertising
arrangements for the acquired brands.

It has now decided to retain Publicis Dialog, which already handles
former Allied Domecq brands Sauza Tequila and Courvoisier, as well as
Fortune heritage brands Harvey's sherry and Teacher's whisky.

Publicis Dialog has been briefed to develop UK and global advertising
and direct campaigns.

The Fortune Brands group is due to make further announcements regarding
its global agency arrangements next week.