Pernod Ricard has handed the £25 million global Malibu advertising business to Publicis London.
The agency won the business after a pitch against the New York-based incumbent Droga5.
Publicis will be tasked with creating a holistic campaign to run across all channels in 9 key markets worldwide. At the same time Pernod Ricard is to consolidate the Malibu Kahlua International Brands into the Absolut Company in Stockholm.
Pernod Ricard appointed its first British-born marketing chief at the start of this year when former Chivas Brothers international marketing director John Riley took the title vice president of marketing for the spirits company .
The company appointed Euro RSCG to handle its Jacob Creek’s wine brand in April
Pernod Ricard was formed in 1975 following the merger of rivals Pernod and Ricard. In 2005, the company acquired British-based competitor Allied Domecq and last year it bought Swedish-based V&S Group, including the Absolut Vodka brand.