NEW YORK--Cognac brand Hennessy has shifted US PR duties to Cohn & Wolfe, following a competitive agency review.
The account, estimated in the high six-figures in fees, was previously handled by MSLGroup. Cohn & Wolfe is charged with building on Hennessy’s top-selling position in the cognac category, by targeting a younger audience to better compete with other spirits such as scotch, tequila and vodka.
“Cohn & Wolfe came to us with an analytic approach, breakthrough creative and strong spirits expertise," said Jennifer Yu, director of communications for Hennessy at Moet Hennessy USA. “The team’s energy and deep understanding of our brand made it clear that Cohn & Wolfe was the ideal partner for Hennessy.”
The account is being led by Cohn & Wolfe US chief strategy officer John Hollywood, from the firm’s New York office. Cohn & Wolfe will handle public relations and media support across multiple channels for the luxury spirit brand.
The appointment of a new PR firm follows last year’s selection of Droga5 as the brand’s new advertising agency. Hennessy is the world’s top selling cognac, and is particular popular among the US hip-hop community. It is understood that the LVMH brand is aiming to broaden its appeal among increasingly discerning urban drinkers, as illustrated by the rollout of its Hennessy Black product in 2010.