Pernod Ricard appoints Chivas Regal agency
“Our motivation behind the decision comes down to the successful partnership we’ve forged with the agency,” says Sibu Shangase, head of marketing for Pernod Ricard South Africa’s whisky portfolio. “Publicis Machine has managed two of our premium liquor brands since 2015 — The Glenlivet Whisky and Martell Cognac — and has demonstrated a strong commitment to our business that has led to some groundbreaking work on both brands.
“The team has proven that it has the ability to grow and elevate the business of global brand houses, like Pernod Ricard, in local markets and it just made sense to entrust a brand like Chivas to this team. We think it’s a smart move, especially at this time when we want to make a few disruptive changes, to encourage whisky fans to enjoy their favourite spirit in a whole new way.”
Says Gareth McPherson, Publicis Machine MD and CCO, “There is a strong cultural synergy between our businesses and, with a solid partnership already formed, we anticipate the creation of excellent work. Our mandate is to elevate this well-established brand within the premium whisky market in South Africa, and we will do this with consistent brand messaging through an integrated communications approach. From experience, we know that this is key to growing volume.”
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