MoÃÂ«t Hennessy has appointed Archibald Ingall Stretton to the £1m above-the-line advertising account for its Hennessy cognac brand, following a three-way pitch. The decision to appoint an agency comes at a time when the company is searching for a marketing director, after Lorraine Morris left earlier this year (MW April 8).
In the past, the company has handled Hennessy’s advertising, which was primarily in the press, in house. A spokesman for the company says the appointment of an agency leaves the door open for future television campaigns.
Media planning and buying for the brand is through Carat.
Last year, MoÃÂ«t Hennessy UK teamed up with shirt maker Thomas Pink in a promotional campaign for Hennessy XO cognac. The activity was supported online and with direct mail.
The drinks company is undergoing a restructure following the appointment of managing director David Meyers. Meyers joined from Rémy Amerique, part of Rémy-Cointreau, where he was president and chief executive.
Since May, all LVMH-Group owned spirits and wine brands have been consolidated into MoÃÂ«t Hennessy. The premium drinks business now includes Veuve Clicquot, Krug and Cloudy Bay alongside its existing brand portfolio, which includes MoÃÂ«t & Chandon and Dom Perignon.
MoÃÂ«t Hennessy is investing £200,000 in a national press campaign for Belvedere vodka, with ads created by Wieden & Kennedy.