Initiative wins pitch for Pernod Ricard media account

IPG Mediabrands media agency Initiative has won a competitive pitch for Pernod Ricard Winemakers’ account, the world’s second-largest wine and spirits seller.

With the win, which takes effect on 1 April, Initiative becomes the agency of record across a portfolio including Absolut Vodka, Jameson, Malibu, G.H. Mumm, and Jacob’s Creek. The remit was previously handled by Publicis’ Blue 449, which was absorbed into Spark Foundry last year.

So far in 2020, Initiative has also added Goodman Fielder and Aussie to its client roster.

“Pernod Ricard is one of the world’s strongest portfolios of iconic brands, with a history of creating brilliant work,” Initiative Australia’s CEO, Melissa Fein, said.

“From day one our chemistry and philosophies felt in sync and we are elated to partner with Pernod Ricard and set a new benchmark for alcohol marketing.”

Pernod Ricard said Initiative connected with its portfolio and understood the brand’s culture.

The brand’s CMO, Eric Thomson

“Initiative demonstrated a deep understanding of culture, with the ability to connect our brands with consumers in a way that really sets them apart,” global marketing director and CMO Eric Thomson said.

“We were impressed with the quality and passion of their talent, and their next level strategic brand thinking. We are excited to embark on this partnership with the Initiative team.”


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