Remy Cointreau USA has named New York-based The Vidal Partnership its agency of record for the Remy Martin Cognac portfolio. The Vidal Partnership (TVP) will take on Remy Martin’s total market work in the United States, including strategy, brand advertising and digital.
The Remy Cointreau USA announcement follows two tightly-contested agency searches, one for digital responsibilities and one for above-the-line duties.
“TVP impressed us with their insights into our consumers, the clarity of their strategic vision and their novel approach to creating transmedia content upon a very rich narrative for our brand,” said Charles Ho, Vice President, Marketing for the Remy Martin portfolio. “We are excited to begin the development of the idea platform they proposed, and what lies ahead for the future.”
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,” said Vega. “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 the third quarter of this year. Brian Anderson, SVP of Digital + Direct Experience for TVP, added, “One of the best things about working with a lifestyle brand like this is the opportunity to get consumers involved in an intimate way. That lends itself perfectly to original uses of social media, digital, promotions, and even television. We can really tie it all together for a comprehensive experience.”