Pernod Ricard Brands UK is in talks with a number of agencies
regarding its Irish whiskey brand, Jameson, with a view for a UK
marketing push targeted at a younger audience.
The drinks company, which has a portfolio of more than 160 brands, has
already had preliminary talks with agencies. TBWA/London, Team Saatchi
and Malcolm Moore Deakin are thought to be in talks. Pitches are
expected to start in mid-November.
A marketing spokesman for Pernod Ricard confirmed that the company was
holding a review of the Jameson account: "We're briefing people at the
The global creative account is currently split between TBWA Italy and
BDDP Paris, which were responsible for the recent global "what's the
The review will not affect the international arrangements for Jameson
whiskey. Pernod Ricard is looking to do a UK-specific campaign, aimed at
enticing a younger, yet more sophisticated, drinker to try the
It is thought that the UK work will carry an increased marketing budget
- the brand spent £1 million last year in the UK. TV executions
are not ruled out but it is believed that the bulk of the campaign will
be cinema, press, poster and ambient.
The review will not affect the media account in the UK, held by Media
Pernod Ricard Brands also produce other top alcohol brands such as
Bushmills, Dubonnet and Wild Turkey.
The UK whisky industry has enjoyed mixed fortunes in recent years,
struggling in the domestic market but exporting to some 200 countries in