Mother scoops Macallan brief in non-Scottish first

Highland Distillers has appointed Mother to handle advertising for its single malt whisky brand The Macallan. It is the first time the account has been handled by a non-Scottish agency.

The move comes after Highland entered into a joint distribution and tactical marketing agreement with Jim Beam Brands and Remy Cointreau in April in an effort to take on the might of Diageo’s spirits arm, United Distillers & Vinters, overseas.

Mother was appointed to the account, worth &£750,000 last year (ACNielsen-Meal), following a review involving incumbent Faulds Advertising and unnamed agencies north and south of the border (MW May 5). It is thought the review was prompted by Highland’s desire to develop its brands outside the UK.

Faulds handled the account through its Classic Faulds division, taking the brand on to TV for the first time last Christmas in a 30-second ad aired only in Scotland.

The campaign came three years after the lifting of a “gentlemen’s agreement” among spirits companies not to advertise on TV.

UDV UK marketing director Tony Scouller has slammed spirits advertisers for wasting the chance to build their brands through following the lifting of the self-imposed ban (MW March 4).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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