Agencies vie for Grant's global creative task
By Anne Cassidy, campaignlive.co.uk, Thursday, 06 December 2012 08:00AM
Grant's, the blended Scotch whisky brand, is reviewing its global advertising account as it moves to ramp up its marketing activity.
The First Drinks-owned brand has already contacted agencies to invite them to pitch for the business in a process being run by The Observatory.
Grant’s has previously worked with My Agency, which won the global business in 2007.
The brand recently signed a six-figure deal to sponsor programming on ITV4. As part of the year-long deal, Grant’s will sponsor ITV4 between 11pm and 3am under the strapline: "Grant’s whisky sponsors TV of character on ITV4."
Recent marketing activity from Grant’s has included the "After Hours Club" website, created by Geronimo. The aim was to develop brand loyalty by focusing on hobbies associated with whisky-drinkers such as gardening and classical music.
In 2008, My Agency created a global print campaign for Grant’s 12 Year Old. The work showcased the layers of taste and flavour blended into the whisky.
First Drinks’ other brands include Glenfiddich, Disaronno, Cointreau, Hendrick’s Gin, Tullamore Dew, Sailor Jerry, Charles Heidsieck and Piper-Heidsieck.
This article was first published on campaignlive.co.uk
- Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
- Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
- Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
- Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
- Senior Account Manager Source £35000 - £38000 per annum, London
- Martin Sorrell earns 780 times more than average WPP employee
- 3 top tips on how to save an epic social media fail
- Lake Capital rejects demands of Engine's rebel shareholders
- Head lice-killing mousse launches in the UK with cartoon campaign
- Facebook's 'Buy' button: a leap too far?
- Beiersdorf postpones review after MAA criticisms of procedure