The Macallan in search for global agency

Highland Distillers is on the hunt for an agency to handle the global advertising for its flagship single malt, The Macallan. The move follows the appointment of global marketing controller Matthew Turner (MW September 5).

Ken Grier, the Scotch whisky company’s global brands director, has started the review, although no formal pitches will begin until Turner joins on October 9. A spokeswoman says: “We are just deciding who we would like to speak to.” It is understood that the review is being handled by the AAR.

The Macallan sells about 250,000 cases a year worldwide. The US is its biggest market followed by the UK and Italy. It recently launched its biggest US advertising campaign, worth $3.5m (&£2.4m), but there has been no advertising in the UK for some years. Abbott Mead Vickers.BBDO in London developed the creative work for the US campaign. AMV also handles advertising for Highland Distillery’s blended malt, The Famous Grouse.

Highland Distillers has promoted Paula Hardie, formerly senior brand manager for The Famous Grouse, to global marketing manager for single malt Highland Park.


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