Hennessy is getting a new advertising agency, as Advertisting Age reports. Three agencies received briefings and pitch concepts, Berlin Cameron United does not paritcipate in the pitching procedure. We know that cognac is a lot about marketing especially for Hennessy, the leading cognac house.

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Next month, in April, Hennessy will have a new advertising agency for the US. Ad Age was told by LVMH that there are three new creative agencies at this point, each of them preparing pitches and concepts for a US take on campaigning.

Hennessy will strengthen their advertising campaign, invest more in 2011. LVMH is looking for a new, fresh and innovative way.

The agency Berlin Cameron United was invited, but they declined to participate! Wow. Why would one do that? Anyway. The three agencies fighting for this big fish client are:

  • Interpublic Group of Cos.’ McCann Erickson
  • MDC Partners’ Kirshenbaum Bond Senecal & Partners
  • and an agency team compiled by Havas (won’t be American Express Travel Agency we believe… just kidding)

The Media Agency of Hennessy is Havas’ MPG, and the public relation agency is Publicis Groupe’s MSL Group.Just for the record: In 2010, Hennessy spent about $9 million in the US, pushing their brands of Hennessy, Hennessy Black and Hennessy Paradis. The year before, in 2009, the media spend was at $4 million.

Hennessy is the biggest cognac seller in the world, with about 50 million bottles a year. In 2010 sales were up by 2.4% in 2010, to $57.4 million, according to SymphonyIRI. Rarrrr. Luxury isn’t dead.

Learn more about Hennessy’s brand and the different bottles, here.

Source: Advertisting Age

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Hennessy is getting a New Advertising Agency

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Max is a spirits expert and speaker, into marketing, technology, startups, and business development. He’s also a farmer. He likes tools and machines, Game of Thrones, and Better Call Saul. Included in his Top 10 Cognacs are the Audry XO and Bache Gabrielsen 1973. Max founded Cognac Expert in 2010 at his family’s estate in Poullignac, in the Cognac region, France. Started as a blog, today Cognac Expert is the world’s largest website about all things Cognac, a blog, and a specialized online shop featuring 800+ different Cognac bottles.


  1. Avatar

    0.5% of Cognac is fair trade. Less than 20 producers know how to make the finesse Cognac because they control every stage from their single vineyard to own bottling technic. They inherite an average of 8 generations of knowledge. They own the Cognac knowledge. A single estate bottle of Cognac £50.00 is higher in quality than £1000.00 + from brand.

  2. Avatar

    Sorry Freddy, but “less than 20 producers know how to make the finesse Cognac” is just not true. There are quite some single estate producers, and not just 20. I think you are generalizing a bit too much here.

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