UK marketing for William Grant & Sons has traditionally been handled through First Drinks, the distributor which it co-owns with Bacardi-Martini. First Drinks' entire media business was consolidated into John Ayling & Associates in 2000, when Glenfiddich moved from Universal McCann.
However, it is understood that the assignment currently being discussed would cover all brands across Europe and include William Grant & Sons' slice of the First Drinks portfolio. Grants and Glenfiddich spent about £1 million between them in the UK last year.
John Ayling & Associates' chairman, John Ayling, said he was unaware of any William Grant & Sons' review, while First Drinks declined to comment on reports of its parent company's plans.
William Grant & Sons was unavailable for comment as Campaign went to press.