William Grant & Sons is reviewing the advertising account for Glenfiddich single malt whisky, held by McCann-Erickson for 27 years.
Patrick Tully, international marketing manager for Glenfiddich, comments: “We are taking the opportunity to assess the Glenfiddich account in the UK.
He adds: “It is part of an overall review of the brand.”
The move follows the arrival of Heather Graham as William Grant & Sons’ new marketing director last year.
Graham was previously a general manager with Campbell Distillers international division and replaced Tony Hunt, who was promoted to managing director of William Grant’s overseas arm.
Glenfiddich is the world’s biggest single malt whisky, holding about 26 per cent of the global market. It advertises heavily on TV around Christmas and spends more than 3m a year.
For the first time in the UK, Glenfiddich launched three brand extensions last year designed to broaden its range.
The new lines included a 15-year-old speciality malt, an 18-year-old ancient reserve and a malt whisky liqueur aimed at women.
Single malts, like all scotch brands, are attempting to recruit new and younger drinkers.
They are the fastest growing part of the whisky market and account for about nine per cent of the sector in the UK.
Some observers believe single malts could grab as much as 12 to 13 per cent of the market.