Target Market News

ABSOLUT selects Axis Agency, LAGRANT Communications as AOR

(October 13, 2005) The ABSOLUT Spirits Co., Inc. has named The Axis Agency, the leading multicultural marketing communications agency as its agency of record for multicultural marketing. Axis will handle advertising, public relations and event marketing to the U.S. Hispanic and African-American market for ABSOLUT Vodka. The agency, a unit of the Interpublic Group of Companies, will lead the account from their offices in Los Angeles, California, in partnership with LAGRANT Communications. and Grupo Gallegos.

"It was critical that we chose a partner that understood the marketplace and category to help continue our growth with ABSOLUT,” said Matt Aeppli, Vice President of Marketing for The Absolut Spirits Company, Inc. “The PR and communications work that the agency has done for the launch of our seventh flavored vodka ABSOLUT Apeach to the Hispanic and African-American consumer over these past few months is exceptional and has proven that Axis is the right agency for us."

ABSOLUT initially brought the Axis Agency on board on a project basis -- for the launch of the brand’s newest flavored vodka, ABSOLUT Apeach, to the Hispanic and African-American markets. Axis will work with LAGRANT Communications for all ABSOLUT Vodka African-American public relations efforts and Hispanic advertising partner Grupo Gallegos, which handles the creative and media-buying.

“We are thrilled to bring a celebrated brand like ABSOLUT Vodka to the Hispanic and African-American consumer," said Armando Azarloza, president of Axis. "And we look forward to building upon the success of our continued work with this forward-thinking and innovative company."

Axis, a unit of Interpublic, is a leading multicultural marketing agency with bilingual and bicultural marketing professionals in Los Angeles, New York, Miami, Chicago, San Francisco and Dallas. Axis creates marketing communications for the general market and the Hispanic, African American and Asian markets.

LAGRANT Communications is an award-winning, full-service advertising, marketing and public relations firm specializing in the African- American and Hispanic Consumer Markets. Established in 1990 by multicultural communications expert Kim L. Hunter, some of the firm’s current clients include: Nissan, Southern California Edison, Tyco, Federated Department Stores, Union Bank of California, Hilton Hotels, Harley-Davidson Motor Co., Macy’s, the City of Los Angeles, California Lottery and Office of National Drug Control Policy (ONDCP), among others.

Headquartered in Los Angeles, Grupo Gallegos is an agency dedicated to understanding and developing integrated marketing strategies for multicultural audiences. Founded just four years ago, the agency was recognized as Best in Show by Advertising Age in 2004.

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