Jose Cuervo International case study.
Brands include:
Especial, Clasico, Tradicional, Platino, Gran Centenario, 1800, Golden Margaritas, Authentics (ACM), Black, Vivezo, Cuervo Flavoured Tequilas, Agarvero, Margarita Mix
ICP initially worked with the Cuervo brands as a result of the Cuervo distributor relationship with Diageo in North America, but since 2000 Jose Cuervo have appointed us as their preferred company to manage their assets and programs on a global basis, working closely with the lead creative agency based in New York and the brand regional Commercial Directors and Managers.
Print and Outdoor
- ICP generates master files to international standards from material supplied by the lead creative agency.
- We work with in-market agencies to receive media plans, translations, undertake language settings, ensure cultural fit and gain necessary approvals from the appropriate parties.
- Following creative and cost approvals, materials are delivered to publications and printers.
- Outdoor posters are printed centrally, or completed files supplied for in-market printing.
- Individual markets are invoiced using the agreed global pricing structure.
Asset Management
- All completed advertisements and approved images for global advertising and communications programs are held at ICP along with a variety of images, logos, graphic elements, TV commercials, multimedia and merchandising materials.
- ICP retain all information on talent and application usage rights.
- Assets can only be ordered from ICP and are only supplied when the request is authorised by Jose Cuervo regional Directors.