Emily Tan
Feb 21, 2013

The Works forms JV with StrawberryFrog and Jung von Matt after winning Jim Beam

SYDNEY - Australian agency The Works has partnered with two other incumbent agencies, Strawberry Frog in the US and Germany's Jung von Matt, to win global duties for Jim Beam.

The Works forms JV with StrawberryFrog and Jung von Matt after winning Jim Beam

In partnership, the three agencies won the pitch against international networks. The pitch was held at the end of last year. 

“Winning the global account for Jim Beam is the culmination of nearly 10 years of working with the brand for us," said Damian Pincus, creative partner and founder of The Works. "We have gradually increased our activity on the account over the years and now we have the biggest opportunity of all—the chance to play a major role in its first global campaign."

The win proves that international agency networks can be beaten for international business, and that great ideas are now more important than geography, he added.

Following their success, The Works is forming a joint venture with the two other agencies, which will be called FutureWorks. The initiative will see all three agencies collaborate to produce the whisky brand's first global marketing campaign. 

The agencies have yet to decide how the work is to be split between the three. 

Jung von Matt was founded in 1991 and has offices in Austria and Switzerland. It was named Independent Agency of the Year at the Cannes International Advertising Festival in 2010 and in 2012 picked up the Grand Prix in Outdoor at Cannes for ‘Invisible Drive’ on behalf of Mercedes-Benz.

StrawberryFrog opened its doors in New York in 1999 as the world’s first movement marketing agency. Its vision is to be a small and flexible but with a global perspective. It has offices in markets including Amsterdam and Sao Paulo and works with clients including Emirates, Heineken and Frito-Lay.

“All three agencies worked extremely closely and collaboratively to win the business," Pincus said. "Through the joint venture we’ll bring Jim Beam’s vision for a global marketing platform to life.”

Work on the global campaign will start immediately. 

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