Maverick Brands, maker of Coco Libre organic coconut waters and coconut protein drinks, named Amazon Advertising, part of the Publicis/Leo Burnett network, as its agency of record. Work will include
strategic brand development and integrated advertising duties. The agency bested four agencies for the win, ultimately sealing the deal with the pitch presentation in a rock climbing gym followed by a
bouldering session with the CEO. "They really understood the story we need to tell about our brand, and they came with creative firepower right out of the gate," said Mark Shaw, CEO of Maverick
Brands. "It's a crowded category and Amazon showed they know how to cut through the clutter and create an immediate impact." Creative is scheduled to launch in Q2 of 2015.