Cruzan Signs New Agency, Higher Priced Rums Take a Hit

Dear Client:Beam Global has signed with Publicis’ Fallon Worldwide to represent its Cruzan Rum brand, reports Advertising Age. Beam and Fallon have a history dating back to 1989 when Fallon was its primary agency for ten years. In 1998 the companies split due to “strategic differences that are irreconcilable,” said Fallon Chairman Pat Fallon, according to the article. Since then Fallon has been acquired by Publicis, dropped several of its big name clients and cut revenue by more than half.