Droga5 London scoops Glenmorangie global creative account

Glenmorangie has appointed Droga5 London to handle its global creative account as part of a brand repositioning aimed at linking the whisky to "today's culture".

Glenmorangie: previously worked with BSUR
Glenmorangie: previously worked with BSUR

The independent agency beat VCCP and Brooklyn Brothers to clinch the business. The pitch was handled by Oystercatchers and the incumbent is Amsterdam’s BSUR.

Droga5 will be responsible for developing a global integrated campaign for the LVMH-owned brand, including film, print and experiential elements. The first work is expected to debut over the coming year in the key markets of US, Russia, France, Germany and UK.

Kate Glenn, global marketing and communications director for the Glenmorangie brand, said: "We were impressed with Droga5’s contemporary approach and insights into our core audience along with their understanding of today’s culture."

The agency had presented a "compelling proposition for the brand" which would be brought to life, she added.

Bill Scott, Droga5 London chief executive, said: "Glenmorangie presents us with a fantastic opportunity to cut through the generics of the whisky category, to create a communications platform that truly lives up to the magical stories sitting behind the way this Scottish single malt whisky is made."