Pernod Ricard, world number two in wines and spirits, and dentsu have extended their strategic partnership following a competitive pitch earlier this year. Appointing Carat, a dentsu company, as the Pernod Ricard media planning and buying partner for its Europe Entities, as well as strengthening the existing relationship with dentsu media agency, iProspect, in Spain.
Eric Benoist, Global Chief Marketing Officer for Pernod Ricard, comments:
“After evaluating the needs of the Pernod Ricard Europe Entities, we decided to transition to Carat as our media partner, progressively onboarding across markets starting July 2024. Carat will focus on strengthening media strategies and efficiencies to drive audience engagement across our renowned brands. We would like to thank GroupM, Havas, Omnicom and MG for their contribution during the last several years.”
Leanne Banks, Pernod Ricard UK Marketing Director, said:
“We are excited to see all the synergies that a regional agency can bring us, particularly in this complex media landscape, where we are all fighting for share of attention. In the UK, Carat impressed us with their clarity and focus on collaboration and we are looking forward to working with them. A huge thanks also to MG, our incumbent agency, who could not pitch due to conflicts within the network. MG have been fabulous partners to Pernod Ricard UK over the past three years, and we wish them well.”
Fiona Lloyd, Global Client and Brand President, Carat commented,
“Pernod Ricard and Carat share an obvious passion for craft underpinned by innovation, and it is from this shared vision that we hope to strengthen and evolve together. As a part of dentsu’s media network, we’ll draw upon the knowledge and resources around the globe, as we look to expand upon our existing footprint with Pernod Ricard. I’d like to thank the teams on all sides for their commitment over the last few months and look forward to getting started.”
Human behavior and culture lay at the heart of Carat’s Designing For People approach, pioneering in media to build modern businesses, by getting brands closer to the people that matter. Carat will work with Pernod Ricard’s extensive portfolio of renowned brands including Absolut Vodka, Beefeater Gin, Ballantine’s, Chivas, Jameson, among others, with a staggered roll-out beginning in July.
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