Pernod Ricard seeks agency for Jameson brief

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

moment."



The global creative account is currently split between TBWA Italy and

BDDP Paris, which were responsible for the recent global "what's the

rush" campaign.



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

drink.



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

Planning Group.



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

ever-increasing volumes.