Taxi named AOR for Beam Suntory

The agency will provide creative and strategy for the company's portfolio of spirits brands, including Canadian Club.

Taxi has been named national agency of record for spirits company Beam Suntory in Canada following a competitive review that began in November.

One of Taxi’s main priorities will be the development a new creative platform and campaign for Beam Suntory’s Canadian Club brand. It will also develop digital, video and radio creative and provide strategic leadership for the company’s Sauza Tequila, Alberta Pure Vodka, Bowmore and Courvoisier brands.

Rob Tucker, senior brand manager at Beam Suntory, says Canadian Club is the company’s largest brand family in Canada, and continuing to capitalize on consumer insights around it remains a priority. However, he adds that there is an opportunity to grow its brands outside of the whisky category, which is why Taxi’s assignment is also focused on brands in the tequila, vodka and cognac categories.

Beam Suntory also owns a range of other iconic whisky brands including Maker’s Mark, Jim Beam and Knob Creek, which all have established global agency agreements, some of which changed very recently. In August, Austin-based agency Preacher was named agency of record on Knob Creek, as well as the Kilbeggan and Tyrconnell Irish whiskey brands. In December, Leo Burnett won a review to be named global creative agency of record for the Jim Beam brand. Louisville’s Doe-Anderson has been Maker’s Mark’s ad agency for more than 40 years.

The win is Taxi’s fourth in as many months. In November, it picked up the business for Promutel Assurance in Montreal and Credit Karma in Vancouver. In January, it won the national Audi Canada RFP and earlier this month picked up AOR duties for the University of British Columbia, handled by the Vancouver office.

The agency has recently lost its creative director of design Dave Watson to Mosaic, but has also lifted the veil on its new strategic design and tech division.