The agency, which was appointed alongside Engine's data strategy shop Fuel, will handle the brand's global social, digital and CRM activity. Grand Union was the incumbent on the business.
PAA and Fuel will initially develop The Glenlivet loyalty programme, The Glenlivet Guardians, across digital, social, print and experiential communications.
The initiative aims to retain current customers and acquire new ones through advocacy and introductions by members of the programme.
Last year, The Glenlivet increased its investment in digital in an attempt to challenge the market leader, Glenfiddich, and boost its membership scheme. As part of the investment, The Glenlivet rolled out a Facebook page to encourage conversations about the brand.
Christelle Pottinger, the senior brand manager, malts, at Pernod Ricard's Chivas Brothers, said: "Partners and Fuel really showed a thorough understanding of our business and have the strategic and creative flair that we're looking for. Partners' digital and social media vision provides us with an exciting opportunity to build a distinctive brand personality and meet our goal of becoming the bestselling single malt."