Digital agency Reading Room has been appointed by Pernod Ricard UK to handle a brief for Glenlivet Scotch Whisky. It will be the brand’s first electronic, customer-relationship management campaign.
Reading Room won the business after a competitive pitch against an unknown agency.
The eCRM campaign will run for two years and aims to develop customer loyalty to the Glenlivet brand, through e-mail activity and on-pack communications. It will also include competitions thatare designed to drive consumers to the Glenlivet website and encourage them to sign up as members. The activity is planned to start around September.
The account is the most recent packaged-goods win for Reading Room and in the past it has worked with Right Guard, which is owned by Henkel, and champagne brand Moet and Chandon.
In February, The Dogs Trust appointed Reading Room to overhaul its website as the charity sought to create an online resource fordog owners.
The site will also be used to help generate sponsorship for the charity, where visitors can sponsor dogs or set up fundraising events.