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Proximo Refining Ad Plan After Split With McCann

November 20, 2015

After recently parting ways with McCann-Erickson, Proximo Spirits is conducting a search for a new ad agency for Jose Cuervo, its biggest brand.

McCann, a subsidiary of ad giant Interpublic Group, had handled Cuervo’s creative since Proximo began marketing the Tequila brand in mid-2013. Cuervo’s media spend was approximately $9.3 million in 2014, up 6% over the previous year, according to Impact Databank and Kantar Media. McCann recently helped create a Rolling Stones-themed spot for Cuervo that alludes to the famed band’s 1972 tour. That ad has been running frequently across an array of cable TV channels.

Cuervo, the top-selling Tequila brand in the U.S., has rebounded under Proximo (a subsidiary of brand owner Casa Cuervo) after a multiyear decline under the stewardship of its previous marketer, Diageo North America.

Proximo is also seeking an ad agency for Bushmills. According to Ad Age, Proximo CMO Scott Green said the company recently decided against using McCann for the Irish whiskey brand’s advertising, which may have been a factor in the split between the agency and Proximo.

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