SAN FRANCISCO—Pabst Brewing Company, the fourth largest brewer in the United States, has retained the services of Singer Associates and Ketchum as it prepared for an aggressive campaign to raise the profile of its brands, including Old Style, Pabst Blue Ribbon, and Rainier.
After pitching the business together, Ketchum and Singer Associates will provide an integrated effort that includes branding, corporate communications, media relations, strategy and messaging development. This is the first time in several years that Pabst has selected any agency of record.
The first assignment will involve a promotion in Chicago for the Old Style brand and its 53-year sponsorship of the Chicago Cubs, working in partnership with Chicago based Marketing Werks. But the two firms will also handle a variety of national and regional brand assignments, and corporate public relations.
“Pabst has been quietly rebuilding its brands, and now the company is ready to take its efforts to a new level,” says Sam Singer, president of the firm that bears his name. “What they want to do is revitalize their brands and build on a resurgence of interest—particularly among young people—as well as the regional affinity many people have for specific brands. We want to build upon the heritage Pabst has in regional markets and create programs that tie the beers into their local and regional communities where they are brewed.”
The company, which began in 1844, markets more than 40 national and regional brews.
“The team of Singer Associates and Ketchum brought the combination of expertise in branding and corporate communications along with great creative and strong strategic thinking,” said Alan Willner, vice president of marketing at Pabst. “From day one, the team has demonstrated an enormous amount of passion and commitment to helping grow our brands.”
Singer, whose firm is best known for its work in the corporate and public affairs arena, will focus on corporate public relations for Pabst, while Ketchum brings expertise in brand PR—including work over several years for Miller Brewing—as well as national reach.
According to Ketchum San Francisco general manager Doug Kinzley, “We’ve been fortunate to partner with Singer Associates on a number of projects in the past, and admire its expertise in public affairs and corporate communications. Working together on Pabst allows us to bring together the best of both agencies’ capabilities to produce excellent results for Pabst’s portfolio of brands.”
Adam Alberti, account supervisor at Singer Associates and Drew McGowan, vice president/account supervisor in Ketchum’s brand marketing practice, San Francisco, will lead the Pabst account.