Fortune Brands hires Publicis Dialog for Beam job

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.