AVERY ISLAND, La.--(BUSINESS WIRE)--McIlhenny Company, maker of Tabasco® brand products, has selected Ogilvy & Mather West in Los Angeles as its national advertising agency of record.
The announcement comes following an extensive review by McIlhenny Company’s executive team that began in August and was comprised of four creative ad agencies, including incumbent agency Tracy Locke Dallas, whom McIlhenny Company has worked with for more than 20 years.
“Our obligation to the brand is to have the very best marketing partners available and this project allowed us to interact with some of the best strategic and creative talent in the country,” said Tony Simmons, Executive Vice President of McIlhenny Company. “Over the last four months, our experience with this agency review process has energized our executive group to the potential for growth for our Tabasco brand product portfolio. It has also armed us with new information about shopper marketing opportunities, which will help to strengthen our key retailer relationships.”
“This exercise gave us permission to rethink all aspects of our traditional marketing protocol and gain a better understanding of contemporary consumers and the rapidly changing media landscape,” added Martin Manion, Vice President of Corporate Marketing for McIlhenny Company. “Ultimately, we want this decision to breathe new life into our Tabasco brand initiatives by having an engaged conversation with consumers who participate in a very emotional category. We are excited about working with Ogilvy West and look forward to a creative and dynamic partnership.”
Ogilvy West and its media partner MindShare, will begin working with McIlhenny Company during the first quarter of 2011. Tracy Locke will continue to work with McIlhenny Company in 2011 on a product-specific consumer marketing assignment.
“Leveraging the iconic nature of the Tabasco brand to activate consumer sales was the centerpiece of our strategy to grow the brand,” explained Heather MacPherson, President of Ogilvy West. “It’s a privilege to work with McIlhenny Company on the next phase of growth and success for the full line of Tabasco products. This is a significant win for our team, we are absolutely thrilled.”
McIlhenny Company consulted with Select Resources International (SRI) of Santa Monica, California who administered the search project.
About McIlhenny Company
Founded in 1868 on Avery Island, Louisiana, McIlhenny Company is still family-owned and operated and known worldwide for producing Tabasco brand products. Today, 142 years after its creation by founder Edmund McIlhenny, its iconic Tabasco pepper sauce is sold in 160 countries around the world, with the labels printed in over 22 languages and dialects. McIlhenny Company’s Tabasco pepper sauce family now includes six products, ranging from milder green to super hot habanero. To learn more about McIlhenny Company and Tabasco brand products, visit www.TABASCO.com.
About Ogilvy West
Ogilvy & Mather West has offices in Los Angeles, San Francisco, Sacramento and Denver. It provides a full range of marketing services to its clients through its integrated network which includes advertising, digital, direct, CRM services, public relations, digital influence and social media. The agency draws on the full resources of the Ogilvy & Mather North America network, (www.ogilvy.com), the largest unit of Ogilvy & Mather Worldwide, a subsidiary of WPP Group plc (NASDAQ: WPPGY).