Initiative Snares Pernod Ricard’s $10M Media Account Away From Blue 449

Initiative Snares Pernod Ricard’s $10M Media Account Away From Blue 449

IPG Mediabrands’ Initiative has snared Pernod Ricard Winemakers’ media following a competitive pitch.

The account was previously held by Publicis’ Blue 449 and is reportedly worth around $10 million annually.

Pernod Ricard, the world’s second-largest wine and spirits seller, boasts one of the most comprehensive international premium brand portfolios on the market, covering every category of wines and spirits including Chivas regal, Absolut Vodka, Jameson, Malibu, Perrier Jouet, G.H. Mumm, and Jacob’s Creek to name but a few.

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

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

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

Initiative Australia’s appointment to the Pernod Ricard business is effective 1st April 2020.

 




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