Pernod Ricard has hired Deep Focus to lead global and U.S. marketing for its Olmeca Altos tequila brand.
Deep Focus will be in charge of all content and brand assets; some of its duties will include creating digital ads and managing the brand's social media presence. Pernod Ricard expects to spend between $3 and $5 million in media for the burgeoning tequila brand.
The New York-based digital shop landed the business after a review in which there were five agencies pitching. The identities of the other contenders could not be ascertained.
"Olmeca Altos is still a relatively new brand," Lisa McCann, global marketing director for Pernod Ricard's tequilas, told Adweek. "We've had a grassroots approach with the brand and now we want to reach the consumer with a strong media presence with a digital focal point and Deep Focus really works for that."
Deep Focus has served on the brand's agency roster, working for the U.S. team. Clare Kanter, vp of marketing, white spirits and exports for Pernod Ricard USA said, “We have been impressed by Deep Focus on Olmeca Altos on a local level and are thrilled to have their creativity and expertise now as our global agency.”
— Olmeca Altos (@OlmecaAltos) May 16, 2014
Olmeca Altos is Pernod Ricard's agave tequila. The company also offers several other tequila flavors under the Olmeca umbrella. Deep Focus takes over the Olmeca Altos business from Fullsix, while Fullsix will retain the global business for Olmeca.
"This is an important brand in a rapidly growing category," said Ian Schafer, CEO and founder of Deep Focus. "They wanted a more unified approach and we're excited to help tell their amazing brand story."
The first work from Deep Focus is slated for early this fall.