Independent creative agency The Works has announced that it is parting ways with Beam Suntory after 14 years including Jim Beam and Canadian Club. No replacement has yet been announced.
The Works was announced as Independent Agency Of The Year at the recent 2016 B&T Awards.
In mid-September, Beam Suntory announced it would be having a global review of its creative.
During the course of one of Australia’s longest standing advertising relationships, the independent Sydney agency has significantly grown Beam Suntory’s key brands both domestically and internationally. The agency has been recognised with multiple Australian Effie Awards, including the Grand Effie for Canadian Club in 2015, in addition to an international Effie for Jim Beam in 2013.
Trent Chapman, marketing director at Beam Suntory said: “Beam Suntory have made a decision to re-align their business globally. The team at The Works have done a fantastic job building our brands over our 14-year relationship and they leave both Jim Beam and Canadian Club in a very healthy position. I’d like to thank them for their commitment and passion for our brands and wish them all the best in the future.”
Damian Pincus, co-founder of The Works and creative partner said: “There aren’t many agencies in Australia that can boast the longevity of relationship The Works has had with the Beam family. It was one that started with a single brand, Jim Beam, and ultimately led to us become the lead global agency on the business. We also added Canadian Club, and other brands over that time.
“While you never want such a successful relationship to end, a decision has been made internationally to take the business in a new direction meaning it is no longer feasible to continue our partnership.
“We wish all those at Beam Suntory every continued success and we thank them all for a great ride over the past 14 years. It has been an absolute pleasure to have played such a major role in growing Jim Beam now in growth and Canadian Club in double digit growth, at a time when both categories have experienced overall sales decline.”
Pincus continued: “But as one door closes another opens and we are excited about the prospect of bringing our alcohol marketing experience – which is second to none in Australia – to other brands looking to replicate the success enjoyed by Beam Suntory.
“The past 18 months have been the best ever for The Works. We launched On Message, Australia’s first messenger based social media agency, introduced an industry leading and widely acclaimed paternity policy, cemented and grew our remit with Optus, ING Direct, Tetley and Visit Canberra, as well as winning new clients including Masterpet and University of NSW.”
The Works will continue to work on Beam Suntory brands until February next year.
