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Famed Zipatoni "Mad Men" Reunite to Form the Proof Agency

Proof will lend big marketing muscle to craft distillers, brewers, and vintners to help them level the playing field against the big houses.

New York, NY, February 21, 2014 --( Jack Thorwegen and Mitch Meyers, founders of the famed Zipatoni agency have regrouped to assemble many of the original principals to form the Proof Agency.

Mitch Meyers, regarded as the “Mother of Bud Light”, and Jack Thorwegen, founded Zipatoni in the 1980’s. They grew the marketing firm to over 375 employees with offices in St.Louis, Chicago, New York, San Francisco, Miami and Milwaukee. Their annual billings were in excess of 40 million per year when they sold to the Interpublic Group of Companies.

The duo are best known for their development and marketing support for some of the most recognizable adult beverage brands on the market. Their portfolio reads like the back bar at your favorite tavern or cocktail lounge. Some liquor brands include Bacardi, Bombay Sapphire, Smirnoff, Dewar’s, Johnny Walker, and Jack Daniels. Their beer line up is just as impressive, from the development of Spuds MacKenzie for Anheuser Busch to the Miller Brewing Company’s entire portfolio of beer.

Their new Proof Agency is dedicated to working with smaller craft brands. “These guys are out there working hard and they’re passionate about what they’re doing, but they don’t have six or ten million dollars to put behind a brand like the big guys. So we want to help level the playing field by providing serious marketing muscle within a budget they can afford,” said Meyers while describing how the newly assembled Proof Agency’s lean business model will allow smaller companies to compete with larger brands.

Proof will work in three ways. Work for hire, equity partners with investors, and self-funded.

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The Proof Agency
Nick Roady

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