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Account Moves
Grid Worldwide logo and Ballantines logo

EXCLUSIVE: Grid wins Ballantine’s

  •   31 Aug 2020
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Grid Worldwide has been appointed as the South African above-the-line ad agency of Ballantine’s Scotch Whisky, owned by Pernod Ricard. This will be the first time in four years that the brand will be commissioning a local creative agency; it previously used global content and local ambassadors.

“We have had our mind set on the alcohol category for some time,” says Adam Byars, Grid Worldwide joint CEO and partner. “The appeal to us about the Pernod Ricard portfolio was their stellar brand portfolio and the idea of building brand in retail. This played to Grid’s integrated offering and meant we could demonstrate 360-degree capabilities.

“What this [also] means for Grid is an opportunity to work with a brand that ‘plays in culture’ globally and make it locally relevant. We will be looking to bring on some new staff once we have a clear view of the brief and the requirements. We couldn’t be prouder to have been entrusted with the Ballantine’s brand and with the opportunity to deepen our relationship with Pernod Ricard South Africa.”

Pitch process

The pitch process was managed under difficult circumstances by Patsy Fagan from Smart Agile Clear Solutions as South Africa was in level 3 lockdown with an alcohol ban in place and most companies still in working from home mode.

“Grid showed a wealth of experience by unpacking every execution with rationale and insights,” says Keval Ramraj, Ballantine’s Scotch Whisky senior brand manager. “This comforts us knowing that there in an in-depth understanding of our consumer, the position of our brand in the current climate and believing in our ambitions as a challenger brand in a highly competitive category.

“Ballantine’s is a relatively new player in the premium Scotch whiskey category vs our competitors, who have years of history and equity ahead of us. The category has been under pressure over the last two years due to the rise of gins; however, we have still seen positive growth on the brand and we strongly feel, with our superior liquid and a locally relevant communication plan, we will without a doubt shake up the Scotch whiskey category, giving us the opportunity to move from challenger to leader in the upcoming years.”

Grid collaborated with Yellowwood on the pitch.

Updated at 10.50am on 31 August 2020.

 

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Columns

  • #AdChamps – Kyle de Waal & Morgan Botha
    #AdChamps – Kyle de Waal & Morgan Botha
  • #AgencyLeaders – Most Admired Poll
    #AgencyLeaders – Most Admired Poll
  • #CoronavirusSA – Special Section
    #CoronavirusSA – Special Section
  • #CustomerFirst – Craig Hannabus
    #CustomerFirst – Craig Hannabus
  • #NotSoOrdinary – Taazima Kala-Essack
    #NotSoOrdinary – Taazima Kala-Essack
  • #TheInterlocker – Emma King
    #TheInterlocker – Emma King
  • #Transformers Transform 2020
    #Transformers Transform 2020
  • #WritersBlock – Tiffany Markman
    #WritersBlock – Tiffany Markman
  • An Accountant in Adland – Siwe Lawrence
    An Accountant in Adland – Siwe Lawrence
  • Big Q – MarkLives Panel
    Big Q – MarkLives Panel
  • Big Reads on MarkLives
    Big Reads on MarkLives
  • By Invitation Only – Motive
    By Invitation Only – Motive
  • Campaigns – MarkLives
    Campaigns – MarkLives
  • Circulation Data – ABC Analysis
    Circulation Data – ABC Analysis
  • Clicks ’n Tricks – Charlie Stewart
    Clicks ’n Tricks – Charlie Stewart
  • Curiosity – Marguerite Coetzee
    Curiosity – Marguerite Coetzee
  • Dear Radio – Paulo Dias
    Dear Radio – Paulo Dias
  • Extracts — Books & Research
    Extracts — Books & Research
  • Fair Exchange – Erna George
    Fair Exchange – Erna George
  • Hard Relate – David Alves
    Hard Relate – David Alves
  • Herding Words – Wendy Shepherd
    Herding Words – Wendy Shepherd
  • Hermaneutics – Herman Manson
    Hermaneutics – Herman Manson
  • Masterclass Notes – Johanna McDowell
    Masterclass Notes – Johanna McDowell
  • Media Redefined – Martin MacGregor
    Media Redefined – Martin MacGregor
  • Mission – Tom Fels
    Mission – Tom Fels
  • Press Pass – Carey Finn
    Press Pass – Carey Finn
  • Q5 – Carey Finn
    Q5 – Carey Finn
  • SA TV Ratings – MarkLives
    SA TV Ratings – MarkLives
  • Spotlight – MarkLives
    Spotlight – MarkLives
  • The Martini Shot – Bobby Amm
    The Martini Shot – Bobby Amm
  • The Power Report – Megan Power
    The Power Report – Megan Power
  • The Suit – Jason Harrison
    The Suit – Jason Harrison
  • Thinking B2B – Warren Moss
    Thinking B2B – Warren Moss
  • Watched – Richard Lord
    Watched – Richard Lord
  • WTF?! – Leigh Tayler
    WTF?! – Leigh Tayler
  • Young, Gifted & Killing It – Veli Ngubane
    Young, Gifted & Killing It – Veli Ngubane
  • Zeitgeist of Now – Jason Stewart
    Zeitgeist of Now – Jason Stewart
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