Remy Cointreau USA has named The Vidal Partnership NY its AOR for the Remy Martin Cognac portfolio. The agency assumes total market work in the United States, including strategy, brand advertising and digital. The decision follows two reviews–one for digital and one for traditional/creative. Remy Cointreau/Remy Martin VP/Communications George Rudenauer tells RBR-TVBR the digital incumbent was Syndicate NYC and aobe the line media was LaCommunidad Miami. As for strategy, “It’s an emergent, so our strategy will be similar to before in our markets. It will be an evolution on the ‘Things are Getting Interesting’ campaign. Creative and the way we’re approaching the markets will evolve and be expanded.”
According to Marco Vega, managing partner at TVP, the agency’s work for Remy Martin will take a disciplined, integrated approach. “Few agencies have the privilege to work for a brand with such an iconic and complex legacy. You don’t create advertising for a brand like this; you curate content for its very sophisticated and complex consumer base. It’s not about a big idea. It’s about a brand journalism platform that generates brand content, which ultimately engages with our consumers in their own terms.”
TVP’s work for Remy Martin, already in development, is set to launch in Q3 and will include television, social media, digital and promotions.