Diana Marszalek 08 Feb 2021 // 5:01AM GMT
LOS ANGELES — Lobos 1707, a new tequila brand backed by LeBron James, has named R&CPMK its PR agency of record.
The IPG agency is responsible for leading the full range of communications work for Lobos 1707, which started with the November launch of the brand’s tequila & mezcal in select US and Mexico markets.
The company will continue rolling out its products — three premium tequilas and one mezcal — in more locations throughout the year. Founder and chief creative officer Diego Osorio launched Lobos 1707, whose spirits are produced entirely in Mexico, with CEO Dia Simms and James (pictured left to right).
R&CPMK VP Ariel Moses, who is leading the account, said one of the firm’s overarching goals is helping Lobos 1707 bring diversity to the spirits industry, on both the production and consumption side. More than half the brand’s employees come from diverse backgrounds, Moses said. A portion of proceeds will be donated to wolf sanctuaries in Mexico and the United States.
"As we grow our brands practice, it's always amazing to launch a brand and be a partner from the beginning," said Shirley Hughes, the agency's president of brands.
The win comes amid the firm's heightened focus on building its brand communications and marketing group, particularly since R&CPMK was created through the merger of Rogers & Cowan and PMK·BNC in 2019. Earlier this week, IPG announced R&CPMK’s merger with experiential agency Advantage, further expanding the firm’s capabilities.