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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here