Mediaedge snatches £2m The Famous Grouse from PHD

The Edrington Group has appointed Mediaedge:CIA to handle media planning and buying for The Famous Grouse whisky brand.

The agency picked up the business, believed to be worth &£2m, after beating incumbent PHD in a pitch.

It is understood that a third agency also took part in the contest but was eliminated at an earlier stage.

Mediaedge:CIA already holds the global account for the Remy Martin cognac range, including VSOP and Louis XIII, which is also owned by the Edrington Group. The company has spent &£2m on advertising and marketing The Famous Grouse over the past year, according to Nielsen Media Research. The bulk of the budget was spent on TV ads.

Toby Jenner, operations director at Mediaedge:cia, comments: “The campaign aims not only to communicate The Famous Grouse to its current audience, but also to encourage others to taste the brand by enhancing the consumers’ experience.”

Last September,  the Edrington Group put The Famous Grouse creative incumbent Abbott Mead Vickers.BBDO on alert as it announced a review of its above-the-line account.

The company was thought to be seeking a change of direction after ten years with AMV, but the agency retained the business in January this year.

Earlier this year, The Famous Grouse unveiled an addition to its UK product line-up called Ten Year Old Malt, and launched the product nationwide.

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