Jackson-Triggs selects Bensimon Byrne

Independent Toronto agency Bensimon Byrne is the new agency of record for Vincor Canada’s Jackson-Triggs wine brand after winning a recent review.
 
Bensimon Byrne made its final pitch two weeks ago and emerged victorious over four other agencies invited to participate by Vincor. The agency will be responsible for brand positioning, strategy, creative and media planning and buying.
 
Diana Pawlik, vice-president of marketing for Vincor Canada, said her company was swayed by Bensimon Byrne’s big-picture thinking.
 
“The manner in which they approached the brief was head and shoulders above even our thinking,” said Pawlik. “They had a very holistic and logical approach to our business.”
 
Pawlik said Vincor was looking to increase its promotion of the Jackson-Triggs master brand.
 
“We usually address the brand in parts – we have the International and Canadian blends and VQA components – and we’re really empowering the equity of the master brand and how we speak to that and iterate it in different ways across media and audiences.”
 
Jack Bensimon, president of Bensimon Byrne, said his agency and its new client plan to bring new work to market this fall.
 
“Nothing that we presented was assumed to be correct. It was assumed to be illustrative of our process and our approach,” said Bensimon. “Now that they’ve chosen us, we’re going to start over again and do it on a much more collaborative basis with their involvement.”
 
Incumbent agency Bos Toronto did not participate in the recent review, although its counterpart, Bos Montreal, was among the agencies that pitched.
 
The win was the second in as many weeks for Bensimon Byrne, which has also added the Ontario Science Centre’s creative account to its portfolio.