Proximity chosen to promote Jim Beam across Europe

LONDON - Beam Global Spirits & Wines has appointed Proximity London to co-ordinate a pan-European integrated marketing project worth £4m.

The agency has been briefed with developing an on- and offline strategy for the US company's flagship brand, Jim Beam. The work will include a number of on- and off-trade promotional marketing campaigns to run across Jim Beam's key markets, including the UK, Germany and Spain.

While the central campaign will be orchestrated out of Proximity London, it will be adapted for continental European markets by BBDO Proximity network agencies.

Proximity has been briefed with creating a brand experience campaign to capitalise on Jim Beam's sponsorship deals. More than £1 million of the annual budget has been allocated to the UK. Amanda Phillips, Proximity London's chief executive, said: "Jim Beam is one of the world's most recognisable brands, so we are excited by the challenge of generating a seamless brand experience for both consumers and vital trade audiences across its key European markets."

BBDO has handled Jim Beam's global ad account since its appointment in May last year. The network had previously only handled the business in the US.

Beam Global Spirits & Wines is currently embarking on an international brand extension programme for Jim Beam.

It has hired The Licensing Company of North America to lead the work, which will result in brand extensions into the food, beverage, lifestyle and accessory sectors.