Initiative retains Pernod Ricard ANZ for further 3 years
IPG Mediabrand’s Initiative has retained the media account for Pernod Ricard Australia and New Zealand for a further three years, following a competitive pitch.
The win sees the agency continue to work across the entire brand portfolio including Pernod’s wine, spirit, whiskey, champagne, RTD and ‘new to world’ brands.
Initiative was first appointed to the account in 2019. Previously, the account had been held by Publicis’ Blue 449, which was (now part of Spark Foundry).
Jo McAlister, managing director, Initiative said: “This is phenomenal news and we are so proud to continue our partnership. For the past three years we have grown together as brands, collaborating via a truly open and transparent relationship and enjoying an agency/client bond that I’ve rarely seen in market.
“We love what we have achieved for Pernod to-date and are particularly proud of the Absolut Pride Relay/Show Your Colours campaign which was a stand-out as it broke so many diversity and inclusion barriers across rural Australia.”
“We can’t wait to continue to take Pernod’s brands to next level prominence and help deliver growth for Pernod to meet its ambitious business goals.”
Eric Thomson, CMO at Pernod Ricard Winemakers added: “The chemistry between Initiative’s team and ours was evident from the start of our relationship three years ago and it has not waned. We are delighted to continue our partnership as we both push forward to produce effective and creative work that connects and engages our customers in an increasingly complex market.”
During the first three years of work with Pernod Ricard Australia and New Zealand, Initiative was involved in projects such as the Absolut Pride Relay, supporting struggling musicians via Headline Acts, The Glenlivet Break The Rules campaign, injecting Jameson into Australian culture via the AFL, re-energising Chivas into a street culture icon and launching major brands like Malfy Gin and Altos Tequila into market.
The appointment is the latest in a series of wins for the media agency, having recently added Sanitarium, Jemena, Fitness & Lifestyle Group and Energy Australia.
The new contract commences July 2023.
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