Glenfiddich divides £10 million account between two shops

Glenfiddich has divided its £10 million global advertising 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.

The account is worth £2.5 million in the UK. Glenfiddich's parent, William Grant & Sons, opted to split the creative account following a protracted eight-month pitch that originally included Delaney Lund Knox Warren & Partners and M&C Saatchi.

McCann-Erickson will continue to work for the brand in several overseas markets such as France and Spain.

VCCP and MNH will produce new international campaigns for the brand, with William Grant reviewing the situation in the coming months.

The pitch was run by Paul Godfrey, the group marketing manager for malt whiskies at William Grant, and overseen by the managing director, Simon Macdonald.

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