- Allied Domecq Spirits, USA, has confirmed that its Beefeater brand is conducting an agency review which has prompted the resignation of its incumbent agency, Mezzina/Brown Advertising.
Cheryl Palmer, vice president of marketing for Domecq Importers, commented: "We are sorry that Mezzina/Brown has chosen not to participate in this review as we develop a fully integrated marketing effort that will build on Beefeater's distinctive characteristics, giving it a more contemporary appeal. Having the best possible advertising campaign in place is a critical element of that effort."
The review follows an announcement made last week where Allied Domecq designated Beefeater as one of its core brands. The company said it was committed to strengthening the quality of resources deployed on those brands.