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Pernod Ricard switches media account to Blue 449 from Vizeum

Drinks giant Pernod Ricard has handed its media planning and buying business, believed to be worth between $5m and $10m, to Blue 449, ending a four year relationship with Vizeum.

Pernod Ricard’s Martin: Data played a role in the appointment

Publicis-owned Blue 449 beat the Dentsu Aegis-owned Vizeum and other shortlisted agencies Atomic 212 and Maxus to take the account, with Pernod Ricard marketing director Anne Martin saying understanding of data had played a key role in the decision to move the business.

“We had the opportunity to see some strong thinking from a number of leading media agencies but were most excited by Blue 449,” Martin said.

“They have demonstrated a data inspired understanding of our business, creative strategic thinking and implementation rigour, married to a transparent way of working.”

Pernod Ricard, which markets global brands including Jacob’s Creek, Absolut, Chivas Regal, Jameson and Mumm, appointed Vizeum to the account in 2013, moving it from then incumbent OMD.

Blue 449’s head of client management, Matthew Turl said the agency aimed to apply ts “open source” approach to running the business.

“We are delighted to be partnering with Pernod Ricard Australia’s exciting repertoire of brands. With Blue 449’s open source approach to their business we have been able to blend the use of data with creativity and have been identified as offering the most progressive solution in a fiercely competitive category.

“The open source idea talks to no boundaries and looks beyond solutions that might sit in the agency and looks outside.”

He described the agency’s new relationship with Pernod Ricard as an evolution of what the drinks business was doing with Vizeum and said that data would be central to the next stage.

“They are thirsty for a better understanding of who the consumer is and that will be data led.”

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