The Works has had a really good innings with Beam Suntory. Their relationship lasted 14 years and produced campaigns that helped both Jim Beam and Canadian Club grow both in Australia and internationally.
The agency has won a number of Australian Effie Awards with its client, including the Grand Effie for Canadian Club in 2015, in addition to an international Effie for Jim Beam in 2013.
But the two will part ways in February 2017.
Trent Chapman, marketing director at Beam Suntory stated, “Beam Suntory has made a decision to re-align their business globally. The team at The Works have done a fantastic job building our brands over our 14-year relationship and they leave both Jim Beam and Canadian Club in a very healthy position. I’d like to thank them for their commitment and passion for our brands and wish them all the best in the future.”
Damian Pincus, co-founder of The Works and creative partner responded, “There are not many agencies in Australia that can boast the longevity of relationship The Works has had with the Beam family. It was one that started with a single brand, Jim Beam, and ultimately led to us become the lead global agency on the business. We also added Canadian Club, and other brands over that time.
“While you never want such a successful relationship to end, a decision has been made internationally to take the business in a new direction meaning it is no longer feasible to continue our partnership.
“We wish all those at Beam Suntory every continued success and we thank them all for a great ride over the past 14 years. It has been an absolute pleasure to have played such a major role in growing Jim Beam now in growth and Canadian Club in double digit growth, at a time when both categories have experienced overall sales decline.”
This parting is the first snag in an otherwise smooth ride for The Works in the last 18 months. Its campaigns for Sea Shepherd and MND have been applauded internationally. It launched On Message, Australia’s first messenger based social media agency, introduced an industry leading paternity policy, expanded its relationships with Optus, ING Direct, Tetley and Visit Canberra, and won new clients, Masterpet and University of NSW.