Glenfiddich searches for shop to handle £2m DM brief

LONDON - Glenfiddich, the whisky brand owned by William Grant & Sons, has kicked off a search for an agency to handle its £2 million direct marketing business.

The whisky brand has shortlisted three undisclosed agencies to pitch for the account. Claydon Heeley, which was hired to handle a global CRM project for the brand in January, was not invited to pitch.

The pitches are scheduled to take place before Christmas, with a result expected shortly after. Glenfiddich's in-house marketing team is handling the process.

The successful agency will initially be briefed to produce a CRM loyalty campaign aimed at encouraging consumers to try the whisky as well as making sure it remains their malt of choice.

In the past, Glenfiddich has also worked with the below-the-line shop Presky Maves.

The agency recently produced a campaign that featured an unbranded book that was sent out to off-licences explaining that Glenfiddich was distilled using the same traditional methods as some of its more expensive rivals, in a bid to alter its negative perception as a starter malt.

The campaign secured the agency a silver Campaign Direct award for best use of direct mail to businesses.