• by Steve McClellan  @mp_mcclellan, November 4, 2014

Mullen and its media arm Mediahub have won creative and media duties for the Patron spirits business, the companies have confirmed. The selection came after a review that kicked off in August. 

The incumbent was Cramer-Krasselt, which did not defend. Goodby Silverstein & Partners also participated in the review. Patron hired SelectResources International to help manage the review process. 

The assignment covers Patron’s full portfolio of tequilas and liqueurs, as well as the company’s other spirits brands, Pyrat Rums and Ultimat Vodka. The company spent around $42 million on the brands last year according to Kantar, down a bit from the $45.5 million spent in 2012. 

The account will be serviced out of Mullen’s Los Angeles office, where it also handles the Acura creative account which it won last year. With the Patron win, Mediahub will open a media operation in Los Angeles. In addition to Boston, where the agency is based, Mediahub also has an office in Winston-Salem, NC.

“Now, perhaps more than ever, we need a partner who will deliver innovative, breakthrough creative and media that clearly communicates our unwavering commitment to producing the world’s finest, artisanal tequila, as well as maximizing growth opportunities across our portfolio of ultra-premium brands,” said Lee Applbaum, Patron’s global chief marketing officer, who led the review. 

Mullen’s pitch team was led by CEO Alex Leikikh, Chief Creative Officer Mark Wenneker, and John Moore, Chief Media Officer, Mediahub.