William Grant & Sons has appointed Lowe Athens to the &£2m global advertising business for its scotch whisky brand Grant’s, following a six-way pitch.
Lowe Athens, part of Lowe Worldwide, has been handed a brief to develop a global television, print and poster campaign for the blended whisky. The campaign will run in Athens and Lisbon initially, as the company targets young southern European drinkers.
Wm Grant & Sons plans to roll out the campaign in other European markets early next year, saying it wants to build on Grant’s brand heritage in its key European markets.
The family-owned distiller has been seeking an ad agency for its global account since March (MW March 24), following the company’s decision to end its relationship with Vallance Carruthers Coleman Priest. Prior to that, McCann Erickson had held the brief for 30 years.
According to Wm Grant & Sons, Grant’s Scotch whisky had its best year in 2004, selling more than 4.1 million cases worldwide. Grant’s global brand director Fiona Burles says/ “We want to capitalise on the strong global growth of Grant’s by strengthening the brand’s consumer appeal in its key markets, through a new above-the-line campaign.”
Other spirits brands owned by Wm Grant & Sons include Glenfiddich, Famous Grouse and Hendrick’s Gin.