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Following a competitive pitch, Leo Burnett was appointed by Beam Suntory as global creative agency of record for Jim Beam, tasked with developing a new global positioning and creative platform for the historic bourbon.  

What started in 2021 with an award-winning idea to reclaim the happiest hour with ‘6ourbon 7ime’ has flourished into a suite of creative services for small batch brands, Knob Creek and Basil Hayden, and most recently new business for Legent Bourbon won last June.

Indeed, Leo Burnett first launched the “6ourbon 7ime” campaign for Beam Suntory in January 2021, encouraging audiences to reclaim their happiest hour from 6-7PM at the height of the pandemic. This campaign won for Craft at the ANDY Awards, a Bronze Cube and Merit Award at the ADC Awards, two Merit Awards at The One Show, five Silver at the ADDY Awards, and one Bronze at the CLIO Awards. 

“Crafting the next chapter of an iconic brand like Jim Beam is a responsibility we don’t take lightly,” said Britt Nolan, Leo Burnett Chicago’s President and Chief Creative Officer. “We’ve been proud to deliver strong results for Beam Suntory’s small batch portfolio and couldn’t be more excited about this next stage of our partnership.”