Pernod Ricard has added Marketing Drive Worldwide to its promotion agency roster to fill a need created after its acquisition of Allied Domecq last year.
As of June 1, Marketing Drive Worldwide will be AOR for several Pernod brands including Wild Turkey, Jameson, Kahlua, Malibu, The Glenlivet, Aberlour, Ballantine’s, Don Pedro and President.
The work will focus on all consumer promotion including on-premise, off-premise, sales materials and marketing communications.
Pernod Ricard closed the acquisition deal last July, doubling the size of its U.S. business, and began selling and marketing Allied Domecq brands Jan. 1, Jack Shea, a spokesperson for Pernod Richard USA, said yesterday.
Alcone Marketing is also a promotion agency of record for Pernod Ricard, which Shea said remains a valued partner, but was not invited to participate in the bidding for the new business.
“It was just a decision on our part to add a second partner,” Shea said.
Shea said Marketing Drive Worldwide won the business based on its creativity, structure and strength of management.
“The group of brands that we will be working on will allow us to produce a fantastic range of creativity,” said Gene Chmiel, chief creative officer, Marketing Drive Worldwide, Wilton, CT, in a statement. “We will have the opportunity to develop the creative platforms and executions, then apply it through all touchpoints: consumer, trade and account.
Marketing Drive Worldwide ranked No. 62 on the 2005 PROMO 100 with 2004 revenue of $59 million.
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