Pernod Ricard UK has appointed TBWA/London to handle its &£2m Martell cognac brand advertising account, following a pitch against DDB London and M&C Saatchi. TBWA/Worldwide already handles the brand globally.
The move follows the appointment of former First Drinks Brands head of marketing John Grieveson as Pernod Ricard UK marketing director (MW March 25).
The pitch was overseen by the AAR. The brief will be to to steer Pernod towards younger drinkers, with a repositioning planned for later this year (MW March 18).
The brand has not previously retained an ad agency in the UK and spent just &£152,000 (AC Nielsen) on its marketing and advertising last year. It has since ended its 11-year sponsorship of the Grand National.
In May, announcing a seven per cent growth forecast for the company’s profits, chairman Patrick Ricard said Pernod Ricard would “maintain a high level of advertising and promotional spending” across its portfolio.