10822: Digital Versus Old White Guys.

Digiday editor Brian Morrissey wondered, “Do Brands Have an ‘Old White Guy’ Problem?” The question actually emerged via a taped interview featuring Hennessy Director of Digital Montana Triplett. At about 19:30 into the video discussion—which was part of the Digiday Brand Summit—Triplett quipped, “In our business, we work with a lot of old White guys, and they are used to…the trade…they like their POS and they want more trade dollars. And they don’t understand this digital thing, and they don’t really care about a like.” Not sure Triplett’s old White guys are directly related to the Old White Guys this blog has identified over the years. Rather, it appeared as if the Hennessy executive was fueling the flames of the stereotypical digital versus traditional battle. It should be interesting to see if there is any fallout or negative response to Triplett’s revelation. It’s one thing for the group’s members to refer to themselves as Old White Guys—but they tend to take offense when others tag them with the label. Hell, the Hennessy Director of Digital may be asked to meet with the Hennessy Director of HR. Or with Socialistic CEO Colleen DeCourcy.

8698: Hennessy To Target All Urban Consumers.

Advertising Age reported the Hennessy account landed at Droga5. Wow, the competing agencies were so lousy, they managed to get beat by a digital shop. The last sentence in the story is hilarious: “The brand, founded in 1765 by an Irish aristocrat, has in recent times been bolstered by popularity in the hip-hop community, but seems poised to try to broaden that base to all urban consumers.” Is “all urban consumers” code for every Black person in America? Perhaps Droga5 benefited from its collaboration with Jay-Z.

Hennessy Hands Creative Account to Droga5

Indie Shop Not an Original Contender in Pitch for Leading Cognac

By EJ Schultz

In an apparent 11th-hour grab, Droga5 has won U.S. creative ad duties for Hennessy, a leading cognac brand.

The independent shop was not believed to be on the original list of contenders—a lineup that people familiar with the pitch said included Interpublic Group of Cos.’ McCann Erickson; MDC Partners’ Kirshenbaum Bond Senecal & Partners; and an agency team compiled by Havas. But in the end Droga5 walked away with the account, which tallied $9 million in domestic measured media spending last year, according to estimates by Kantar Media.

Incumbent agency WPP’s Berlin Cameron was invited to pitch but declined to participate.

Hennessy, owned by luxury conglomerate LVMH Moet Hennessy, did not comment on the process, other than to confirm Droga5 as the winner. Agencies either declined to comment or could not be reached.

Hennessy is the No. 1 cognac brand worldwide, with sales of 50 million bottles a year. U.S. sales edged up 2.4% in 2010 to $57.4 million, according to SymphonyIRI.

The brand, founded in 1765 by an Irish aristocrat, has in recent times been bolstered by popularity in the hip-hop community, but seems poised to try to broaden that base to all urban consumers.

Contributing: Rupal Parekh

8648: Hennessy Seeks White Rap Experts.

Advertising Age reported Hennessy is seeking a new advertising agency. Despite recognizing the brand’s popularity in the hip-hop community, the contenders for AOR status are all White agencies. Hey, everyone knows Whites are masters at producing awesome rap videos.

LVMH: Hennessy’s Getting a New Creative Shop Next Month

Three Shops Pitch Cognac Account; Incumbent Berlin Cameron Declined to Participate

By E.J. Schultz

The luxury conglomerate that owns Hennessy plans to pick a new U.S. creative agency for the leading cognac brand in April, the company told Ad Age.

“Hennessy has [a request for proposal] out to three creative agencies,” said a spokesperson for parent LVMH Moet Hennessy. “We are making a greater investment in our advertising campaigns this year and are considering agencies that will help the Hennessy brand make an imprint in a new and innovative way.”

The incumbent agency, WPP’s Berlin Cameron, was invited, but declined to participate in the review, LVHM said. According to people familiar with the pitch, the contenders vying for the business are Interpublic Group of Cos.’ McCann Erickson; MDC Partners’ Kirshenbaum Bond Senecal & Partners; and an agency team compiled by Havas. Hennessy’s media agency is Havas’ MPG and its public relations agency is Publicis Groupe’s MSL Group.

In 2010, Hennessy spent $9 million on domestic measured media on its various cognac lines, including Hennessy, Hennessy Black and Hennessy Paradis, up from $4 million the year before, according to Kantar Media. The brand calls itself the No. 1 cognac worldwide, selling 50 million bottles a year. In the U.S., sales were up 2.4% in 2010 to $57.4 million, according to SymphonyIRI.

Founded in 1765 by Irish aristocrat Richard Hennessy, the cognac has been bolstered in recent years by its popularity in the hip-hop community. Hennessy Black, which carries the tagline “Done different,” is billed as a lighter, fresher cognac and promotes its own lineup of DJs, including “DJ Vice” and “D-Nice.”

Contributing: Rupal Parekh