The agency snatched the business from the incumbent agencies ZenithOptimedia and Media Planning Group.
The pitch, run globally but on a market-by-market basis, was called after Pernod Ricard bought Allied Domecq for £7.4 billion last year. ZenithOptimedia handled UK media for former Allied brands such as Malibu and Tia Maria. MPG was the incumbent Pernod Ricard UK agency, working on brands including Jameson and Jacob's Creek.
Pernod Ricard announced a sales increase of 66 per cent to £2.5 billion for the second half of 2005. However, some analysts were unimpressed by its growth forecasts following the Allied acquisition.