Beam Global Spirits & Wine has chosen Publicis Dialog as the agency of record to promote the former Allied Domecq brands it acquired last year.

A second agency, Chicago-based Energy BBDO, will retain and expand its responsibilities for Beam's "heritage" brands, including Knob Creek bourbon and DeKuyper cordials. Energy BBDO will also oversee campaigns to promote bourbon brand Jim Beam in three new international markets - the UK, Germany and Spain.
"Our philosophy has always been to put the interests of the brands first, and after an acquisition it's especially important to secure consistency and stability," said Beth Bronner, chief marketing officer and senior vice president of marketing, Beam Global Spirits & Wine yesterday (3 May).

"Publicis Dialog joins Beam Global with a deep understanding of our new brands, a winning track record, and promises to be a tremendous asset to our organisation."