Ruby wins Glenfiddich DM and digital tasks

LONDON - Ruby has landed the direct marketing and digital account for the William Grant & Sons-owned whisky Glenfiddich.

Glenfiddich: appoints Ruby
Glenfiddich: appoints Ruby

The agency won after a pitch against WDMP and Haygarth. The UK distributor of Glenfiddich, First Drinks, handled the process.

In the past Kitcatt Nohr Alexander Shaw has produced a number of CRM campaign's for Glenfiddich, after picking up the global CRM account in April 2008. It did not pitch for the UK business.

Ruby's remit includes all of the brand's UK relationship marketing and digital activity, aimed at increasing the membership of its "explorers" programme. The "explorers" campaign aims to attract whisky drinkers by appealing to their adventurous spirit.

Glenfiddich's appointment of Ruby, the below-the-line arm of The Red Brick Road, comes shortly after the company appointed JPMH to handle its global CRM and digital activity. While JPMH will develop the "explorers" initiative globally, Ruby will focus on localising the activity for the UK market.

The below-the-line hirings mark the latest step in a wider review of Glenfiddich's global ad arrangements, which began last year with a pitch for the brand's above-the-line business. Leagas Delaney was appointed to handle the creative account in November.