The margaritas have been flowing here ever since Patrón Spirits, the leader in the ultra-premium tequila category, selected Mullen and Mediahub as its new creative and media agency of record following a competitive review. The agency will support Patrón’s full portfolio of tequilas and liqueurs, as well as the company’s other spirits brands, Pyrat Rums and Ultimat Vodka.
Patrón launched the review in August under the direction of Global Chief Marketing Officer Lee Applbaum to identify a highly strategic and creative agency partner to drive innovation and breakthrough thinking across the company’s iconic brand portfolio while continuing to communicate an unwavering commitment to handcrafted tequila.
“We’re delighted to partner with the team at Mullen, a world-class strategic and creative agency that will help us build on our tremendous brand equity and accelerate our sales and share growth globally,” said Applbaum. “Now, perhaps more than ever, we need a partner who will deliver innovative, breakthrough creative and media that clearly communicates our unwavering commitment to producing the world’s finest artisanal tequila, as well as maximizing growth opportunities across our portfolio of ultra-premium brands.”
Mullen’s pitch team was led from the agency’s LA office. Patrón joins Acura in Mullen LA’s portfolio of luxury-brand clients.
“Patrón is a significant win for our LA office,” said Mark Wenneker, Mullen’s Chief Creative Officer. “It’s another unconventional brand with big dreams and an amazing product. Patrón literally made tequila what it is today. This win will also help us expand our media and creative synergy on the West Coast.”