LOS ANGELES–(BUSINESS WIRE) — Patrón Spirits, the leader in the ultra-premium tequila category, has selected Mullen and Mediahub, an Interpublic Group (NYSE:IPG) agency, as its new creative and media agency of record following a competitive review. The agency will be responsible for brand strategy, creative development, and media planning and buying across a range of integrated communications channels, including TV, print and out-of-home. The agency will support Patrón’s full portfolio of tequilas and liqueurs as well as the company’s other spirits brands, Pyrat Rums and Ultimat Vodka.
Patrón launched the review in August under the direction of Global Chief Marketing Officer Lee Applbaum to identify a highly strategic and creative agency partner to drive innovation and breakthrough thinking across the company’s iconic brand portfolio while continuing to communicate an unwavering commitment to artisanal, handcrafted tequila.
“We’re delighted to partner with the team at Mullen, a world-class strategic and creative agency that will help us build on our tremendous brand equity and accelerate our sales and share growth globally,” said Applbaum. “Now, perhaps more than ever, we need a partner who will deliver innovative, breakthrough creative and media that clearly communicates our unwavering commitment to producing the world’s finest artisanal tequila, as well as maximizing growth opportunities across our portfolio of ultra-premium brands.”
Mullen’s pitch team was led from the agency’s LA office under the direction of CEO Alex Leikikh and Chief Creative Officer Mark Wenneker. Patrón joins Acura in Mullen LA’s portfolio of luxury brand clients.
“Patrón is a significant win for our LA office — it’s another unconventional brand with big dreams and an amazing product,” said Wenneker. “Patrón literally made tequila what it is today. This win will also help us expand our media and creative synergy on the West Coast.”
Patrón Spirits worked with Select Resources International (SRI) to identify agencies and manage the review process.
Patrón’s portfolio of ultra-premium luxury spirits are available in more than 140 countries across the globe. The company’s flagship brand, Patrón Tequila, is handcrafted with unparalleled attention to sophistication and detail from the highest-quality Weber Blue Agave plants. Tequilas in the Patrón portfolio consist of Gran Patrón Burdeos, Gran Patrón Piedra, Gran Patrón Platinum, Roca Patrón Silver, Roca Patrón Reposado, Roca Patrón Añejo, Patrón Silver, Patrón Reposado and Patrón Añejo. Liqueurs in the Patrón portfolio include Patrón XO Cafe, Patrón XO Cafe Dark Cocoa, Patrón XO Cafe Incendio, Patrón Citrónge Orange and Patrón Citrónge Lime. The company also produces Pyrat Caribbean Rums, and Ultimat Vodka. For more information, please visit www.patronspirits.com.
Mullen is a “hyperbundled” agency, integrating disciplines from creative to digital marketing, media planning and buying, mobile marketing, public relations and social influence, design, CRM and performance analytics. Mullen specializes in working with thought-leader brands, including Acura, Bose, JetBlue, Zappos, U.S. Cellular, FAGE, American Greetings and Indeed. Mullen has been named to the Advertising Age Agency A-List and as one of Fast Company’s Most Innovative Companies. The agency is headquartered in Boston, with additional offices in LA, Pittsburgh and Winston-Salem, NC, and is an independent brand within the Interpublic Group of Companies (NYSE:IPG). For more on Mullen, please visit mullen.com, twitter.com/mullenunbound or facebook.com/mullenunbound.