Pernod Ricard announces review of UK media business

Pernod Ricard, the world's second-largest spirits company, has called a review of its £7 million UK media planning and buying account.

Pernod Ricard: portfolio includes Malibu, Absolut and Jameson
Pernod Ricard: portfolio includes Malibu, Absolut and Jameson

Chemistry meetings began this week for the account, which has been held by Aegis Media’s Vizeum for the past seven years.

Vizeum is expected to repitch for the business, which it won from the previous incumbents, ZenithOptimedia and Media Planning Group (now Havas Media), in 2006. Pernod Ricard is meeting with four agencies and is thought to be planning to shortlist two or three shops for a pitch in August. ISBA is advising on the review, which is set to conclude this autumn.

The review threatens Pernod Ricard’s wider relationship with Vizeum’s parent, Aegis Media, which holds the majority of the spirit giant’s global business. In 2007, Vizeum successfully defended the UK account one year after winning it, and also won the business in five key European markets in a review valued at £50 million at the time.

Patrick Venning, the Pernod Ricard UK marketing director, said: "Pernod Ricard UK has identified agencies that are being considered to pitch. Any unsolicited agency approaches are therefore not appropriate at this stage."