Crispin Porter loses Diageo’s Jose Cuervo tequila

Crispin Porter+Bogusky may have been voted Ad Age’s Agency of the Decade just 18 months ago but since then the MDC-owned creative hotshop has not had the best of times.

It recently lost $300m Burger King to Dentsu’s Mcgarrybowen and now it’s split with Diageo’s market-leading Jose Cuervo tequila brand.

Jose Cuervo is a mere minnow compared to Burger King at just over $10m but Diageo is the world’s biggest drinks company with a huge range of premium brands so it’s not a client you want to fall out with.

Crispin Porter told Ad Age: “We are huge fans of Jose Cuervo but we just don’t share the same vision for their brand.”

Jose Cuervo is privately owned by the Beckmann family but distributed by UK-based Diageo which is trying to buy the brand outright.

Diageo has been shuffling its agency roster energetically recently, moving Tanqueray gin to Mother from Wieden+Kennedy and appointing Anomaly, recently bought by MDC Partners, to Captain Morgan.

As well as losing some accounts Crispin Porter also lost its founder creative Alex Bogusky (latterly ‘chief insurgent officer’ at MDC) last October who decided to be an insurgent on the part of consumers.

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