PriceWeber Wins Canadian Mist

ATLANTA — PriceWeber has been named lead agency for Brown-Forman’s Canadian Mist Whiskey. The Lousiville, Ky. shop won the estimated $7 million account after a review against crosstown rival Creative Alliance and two undisclosed agencies in Minneapolis and St. Louis, sources said.

The Martin Agency, the incument in Richmond, Va. did not participate in the review. Price Weber’s win can be attributed, in part, to its long-term relationship with the client. The agency handles marketing duties for Brown-Forman’s Early Times, Old Forester, Usher’s Scotch, Finlandia vodkas and Bolla wines.

In the review, the shop’s decision to build a campaign around “Canadian imagery” was a clear hit with online focus groups as well as client marketing executives, sources said. A national advertising campaign will break in January in newspapers such as USA Today and men’s periodicals like Sports Illustrated and Field & Stream.

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