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).