William Grant calls global Glenfiddich pitch

William Grant & Sons is reviewing the global advertising account for its Glenfiddich whisky brand.

The review was kicked off following the restructure of the company's marketing department at the start of this year. William Grant is understood to be talking to a number of undisclosed advertising agencies and it is thought to be close to making a decision.

The Glenfiddich brand has become synonymous with its stag icon, which will remain a central plank of its marketing strategy. The brand is the world's biggest-selling single malt whisky.

Glenfiddich's global advertising is currently handled by the US-based agency Merkley & Partners, which is part of the Omnicom Group. The advertising account was previously split between VCCP and Merkley & Partners, but was consolidated into the latter following a roster review in 2004.