Jameson appoints M&C Saatchi

LONDON - Pernod Ricard has appointed M&C Saatchi to the £33.5 million global advertising account for its Irish whiskey brand Jameson.

Jameson... appointed M&C Saatchi
Jameson... appointed M&C Saatchi

The agency won the business after a shoot-out against Fred Farid Lambert, following a five-month pitch process handled by Agency Assessments International.

M&C Saatchi will now work on Jameson's communications on a global basis, excluding the US. BDH\TBWA was the last UK agency to do above the line work for Jameson, which it handled on a project basis.

Wieden & Kennedy Amsterdam and BDH\TBWA were knocked out of the pitch process earlier this year.

The review comes as Jameson plans to increase its global spend on advertising and promotions to £33.5 million - an increase of more than 25 per cent on its 2006 spend figure.

Globally, Jameson has enjoyed particularly strong growth in Russia, South Africa and the US but in the UK, Mintel predicts sales of whisky are predicted to fall at an annual rate of 9 per cent over the next four years.

Murray MacLennan, the UK chairman of M&C Saatchi, declined to comment. Pernod Ricard denied an appointment had been made.