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21st November 2012 |
Chivas
Brothers appoints M&C Saatchi as
Ballantine’s global advertising agent.
 Chivas
Brothers, the Scotch whisky and premium
gin business of Pernod Ricard, has
announced the appointment of M&C Saatchi
as the new global advertising agency for
Ballantine’s, the world’s No. 2 Scotch
whisky.
The award-winning agency has been
appointed following a four-month review
process and is tasked with asserting
Ballantine’s position as one of the most
dynamic and brave whisky brands in the
world to its global audience. New
activations will have a particular focus
on Spain, France, Russia, Poland, Latin
America, China and Korea.
M&C Saatchi’s central Ballantine’s
account team will be based in London
with local teams in place in key
markets. The agency will take over the
Ballantine’s account from incumbent
agency, Publicis, who will continue to
work with Chivas Brothers on integrated
marketing campaigns for Beefeater Gin
and The Glenlivet.
Eric Benoist, International Marketing
Director for Chivas Brothers commented
"Throughout the review process, M&C
Saatchi impressed us with their
excellent understanding and appreciation
of Ballantine’s. They demonstrated
considered, strategic thinking, an
insightful and original approach to
creative work and they also showed great
passion and commitment to working with
us. We are looking forward to partnering
with M&C Saatchi and building an
ambitious future for Ballantine’s."
A brand renowned for its dynamic and
engaging marketing initiatives such as
‘Leave an Impression’, Ballantine’s is
the No. 1 whisky in Europe, and the
world’s No. 2 Scotch whisky by volume,
selling over 70 million bottles a year
worldwide.
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