SOURCE: iCrossing


March 21, 2013 08:15 ET

Beam Inc. Names iCrossing as Digital Agency of Record for Spirits Brands DeKuyper® and Laphroaig®

Appointments Build on Agency's Established Relationship With Beam Brands

NEW YORK, NY--(Marketwire - Mar 21, 2013) - Beam Inc. (NYSE: BEAM), a leading premium spirits company, tapped iCrossing as digital agency of record for its market-leading cordial brand, DeKuyper®, and scotch whisky, Laphroaig®. The global digital marketing agency will manage the digital creative, strategy and execution for both brands.

Beam Inc. selected iCrossing because of its fresh ideas and innovative strategies for building the DeKuyper and Laphroaig brands. iCrossing is on point to manage the digital creative, social media strategy, website design, email and mobile marketing and search marketing programs.

"We chose iCrossing as our digital agency for DeKuyper and Laphroaig because they deliver the out-of-the-box thinking we expect from our agency partners," said Andrea Javor, Global Director of Digital and Media at Beam Inc. "They've demonstrated their expertise in all areas of digital marketing, and we look forward to their contributions on our business for these two brands."

"Beam's dedication to brand-building through innovation has made them a market leader in the spirits industry," said Don Scales, president and CEO of iCrossing. "I look forward to partnering with them to create interesting and engaging digital experiences that build meaningful connections with their customers."

In 2012, iCrossing was named Search Media Agency of Record for all of Beam's brands in the U.S. In that time, it has managed several successful search marketing programs including the Maker's Mark® Cocktail Party campaign designed to leverage the cultural conversation occurring around the presidential election and Skinnygirl® Cocktails' Academy Award partnership with the non-profit organization Dress for Success.

Work on both DeKuyper and Laphroaig, which is being led out of iCrossing's Chicago office, has already begun.

About Beam Inc.
As one of the world's leading premium spirits companies, Beam is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company's brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza Tequila, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Skinnygirl Cocktails, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish Whiskey, Larios Gin, Whisky DYC and DeKuyper Cordials. Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and its 3,400 passionate associates worldwide generated 2012 sales of $2.5 billion (excluding excise taxes), volume of 38 million 9-liter equivalent cases and some of the industry's fastest growing innovations.

Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index. For more information on Beam, its brands, and its commitment to social responsibility, please visit and

About iCrossing
iCrossing is a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class digital marketing services -- including paid search, search engine optimization, Web development, social media, mobile, research and analytics -- to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing's client base includes some of the world's most recognized brands including The Coca-Cola Company, FedEx, The LEGO Group, LG Electronics and Williams-Sonoma Inc. Headquartered in New York, the company has 900 employees in 18 offices globally. iCrossing is a unit of Hearst Corporation, one of the nation's largest diversified media companies. In addition, iCrossing owns Core Audience, a software as a service (SaaS) data management platform that powers audience-based marketing across bought, earned and owned media. For more information, please visit

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Contact Information

  • More information:
    Katie Lamkin
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    (312) 277-4487


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