Edrington Group calls Highland Park review

The Scottish whisky company The Edrington Group is holding a creative pitch as part of plans to make its Highland Park brand a global player.

The account had been held by the now-defunct Faulds Advertising. The brand, which is distributed by Highland Distillers, is using the AAR to select agencies for the pitch.

The Edrington Group owns brands including The Famous Grouse, for which Abbott Mead Vickers BBDO handles the creative account, Cutty Sark and The Macallan, which is handled by Campbell Doyle Dye.

The advertising work is likely to remain male-biased and targeting 30- to 45-year-olds.

The Highland Park pitch is the latest in a string of reviews by whisky-makers in recent months as competition hots up to increase market share and snare new drinkers.

Earlier this month, Glenfiddich, owned by William Grant & Sons, split its £10 million global ad account between Vallance Carruthers Coleman Priest and the US agency Merkley Newman Harty, ending an almost 30-year relationship with the incumbent, McCann-Erickson UK.

Last March, CDD won the £3 million global account for Highland Distillers' flagship brand, The Macallan. CDD won the premium single malt business following a pitch, also run through the AAR, against M&C Saatchi, Leagas Delaney, Leith London and DDB in New York.

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