Pernod Ricard Australia has appointed 2045 as its lead creative agency for Jameson, following a competitive pitch process.
The appointment will see 2045 responsible for developing Jameson’s cultural platforms and leading brand activations across Australia, spanning sport, music and real moments that connect the brand with Aussie drinkers.
The agency will work closely with Pernod Ricard’s marketing team and agency village to bring Jameson’s global brand platform to life locally, delivering creative campaigns and live experiences designed to embed the brand deeper into Australian culture.
The partnership builds on 2045’s growing relationship with Pernod Ricard, following the agency’s work on Altos Tequila’s Australian Open partnership, which generated national media coverage and large scale consumer engagement during the tournament.
Tim Evans, founder of 2045, said the appointment represents a natural extension of the agency’s approach to culturally led brand building.
“Jameson is one of the most iconic spirits brands in the world, but what makes it special is how naturally it shows up in culture,” said Evans.
“Our focus will be creating ideas that feel less like advertising and more like moments people want to be part of. Whether that’s in sport, music or the pub, the ambition is simple: make Jameson impossible to ignore.”
Belinda Sanderson, head of dark spirits, RTD and prestige at Pernod Ricard Pacific, said 2045’s strategic thinking and ability to deliver culturally resonant activations made them the right partner for the brand’s next phase of growth.
“Jameson has always been a brand built on connection, community and shared moments,” said Sanderson.
“2045 demonstrated a clear understanding of how to translate that spirit into ideas that live in culture and create real experiences for consumers. We’re excited to partner with them to bring the brand to life in new and meaningful ways.”
Liam O’Connell, senior brand manager of Irish whiskies portfolio at Pernod Ricard Pacific, added that the agency’s ability to move quickly from strategy to execution was a key factor in the decision.
“Jameson thrives in environments where creativity and culture meet. 2045’s approach combines strong strategic thinking with a proven ability to deliver high impact activations at pace. That makes them an ideal partner as we continue to grow the brand across Australia.”
The appointment is effective immediately, with the first major campaigns expected to roll out during the upcoming AFL season.
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2045’s client roster includes Bupa, L’Oréal Groupe, Mitchell & Ness, OpenTable and NFL, with the agency known for its AI powered production model and culturally driven creative platforms.
