Leo Burnett Appointed Global Agency of Record for Jim Beam

Leo Burnett will develop a new global positioning and creative platform for the historic bourbon, building on impactful work for Knob Creek, Basil Hayden and Legent.

Following a competitive pitch, Beam Suntory has appointed Leo Burnett as its global creative agency of record for Jim Beam. The agency is tasked with developing a new global positioning and creative platform for the historic bourbon.  

This is the latest piece of new business for Leo Burnett with Beam Suntory in 2022, following an agency of record appointment in June for Legent™, a Kentucky whiskey crafted in the traditional Japanese technique. In February, Leo Burnett also won a pitch to launch a new ready-to-drink product within Beam Suntory’s portfolio.  

The agency started work for Knob Creek® and Basil Hayden® in Winter 2021. A new brand platform for Basil Hayden – Light the Way – is currently in market; and Knob Creek is similarly developing a brand platform that reflects a full flavored and true American whiskey. 

“Crafting the next chapter of an iconic brand like Jim Beam is a responsibility we don’t take lightly,” said Britt Nolan, Leo Burnett Chicago’s President and Chief Creative Officer. “We’ve been proud to deliver strong results for Beam Suntory’s small batch portfolio and couldn’t be more excited about this next stage of our partnership.” 

Leo Burnett first launched the “6ourbon 7ime” campaign for Beam Suntory in January 2021, encouraging audiences to reclaim their happiest hour from 6-7PM at the height of the pandemic. This campaign won for Craft at the ANDY Awards, a Bronze Cube and Merit Award at the ADC Awards, two Merit Awards at The One Show, five Silver at the ADDY Awards, and one Bronze at the CLIO Awards. (Here is a full list of Leo’s 2022 award results)