Glenfiddich whisky hires Kitcatt Nohr

Kitcatt Nohr Alexander Shaw has scooped the £2 million global direct marketing account for Glenfiddich whisky.

The agency won the business following a final shoot-out against WWAV Rapp Collins Edinburgh. Partners Andrews Aldridge and Wunderman were knocked out at an earlier stage. Claydon Heeley, which was hired to handle a direct marketing project for the brand in January 2007, was not invited to pitch.

Kitcatt Nohr's first brief will see the agency devise a global customer relationship marketing programme for the William Grant & Sons-owned whisky brand.

The campaign will have a strong online focus and will be driven out of the company's global HQ in London. The agency's work will run in 26 international markets.

The DM push will tie in with the global advertising "every year counts" campaign devised by 180 Amsterdam, and will encourage consumers to try the whisky, as well as aim to boost consumption among existing customers.