Glenmorangie chooses The Media Business over Carat

Malt whisky maker Glenmorangie has handed its 1m media buying account, formerly handled by Carat, to The Media Business.

The account was won after a three-way pitch understood to have been between The Media Business, a Scottish agency and a London agency. Eurospace, which has since been folded into Carat, was the original incumbent.

The Media Business in Scotland will handle buying for the account, while Real World Planning, a subsidiary of The Media Business, will handle planning.

Kirsty Mellis, head of marketing for Glenmorangie, says: “The Media Business demonstrated it has a clear understanding of the diversity of the market we operate in and the strategic issues that need to be addressed.”

She adds: “We view this ap-proach as critical to our business development.”

Brown spirits companies are fighting for share in a stagnant market which is also at risk from a downturn in Asia. They are also trying to attract a younger market.

Paul Neep, former marketing director of Glenmorangie, was promoted to managing director at the beginning of June, and Kirsty Mellis is now the most senior marketer at the company.

Glenmorangie appointed 1576 to handle its creative account in April.

The account was formerly with the Bridge agency.

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