Agencies vie for William Grant whisky business

- 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 £3 million spend.

- 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 £3 million spend.

The company, which uses McCann-Erickson for all its advertising, is using the pitch consultant, Agency Assessments, to conduct a search for an agency.

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 £1 million on advertising last year.

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 £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 £5 million.

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 unaffected.



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