William Grant & Sons, the company that owns the Grant’s,
Glenfiddich and Balvenie whisky brands, is talking to agencies about its
advertising amid speculation that it is set to double its pounds 3
The company, which uses McCann-Erickson for all its advertising, is
using the pitch consultant, Agency Assessments, to conduct a search for
Heather Graham, marketing director of William Grant, would only confirm
that the company was talking to agencies about its Glenfiddich malt
whisky brand, which spent around pounds 1 million on advertising last
However, agencies are also gearing up to pitch new ideas for the more
mainstream Grant’s blended whisky brand, which competes against the
heavily advertised market leader, Bell’s.
Although it spends pounds 3 million a year on advertising, William Grant
has only advertised the Grant’s brand on television in Scotland. Bell’s,
which has a national television presence, spends around pounds 5
Ben Langdon, the chief executive of McCanns, confirmed that the agency
would repitch. ’Heather Graham is the new marketing director of William
Grant and she wants to find the best advertising in the market. I am
confident that we can provide that,’ he commented.
Graham joined William Grant last September from Campbell Distillers,
where she was general manager. She replaced Tony Hunt, who was promoted
to managing director of William Grant’s overseas arm.
William Grant also owns Grant’s Gin and Grant’s Vodka and the Taboo and
Mirage brands, none of which are affected by the review. Media buying
and planning, through Universal McCann, are also thought to be