Glenmorangie has selected Droga5 as its new global creative agency following a formal review. Amsterdam-based BSUR had worked with Glenmorangie, which is owned by Europe's luxury conglomerate LVMH, since 2013. BSUR did not participate in the review.
Droga5 will be responsible for developing a global integrated campaign, including film, print and experiential elements. The Glenmorangie portfolio includes the namesake whisky, as well as Glen Moray and Ardbeg brands. The first work is expected to debut over the coming year.
Last year, Glenmorangie introduced the "Unnecessarily well made" global campaign that emphasized the brand’s heritage and roots. There's no word on whether Droga5 will retain this tagline or continue producing "Unseen From Glenmorangie," an online quarterly publication that delves into the brand's history. The agency plans to create a "new global brand campaign to celebrate Glenmorangie's unique and differentiated heritage in creating magical single malt whisky in a more cultural, meaningful way.”
“We were impressed with Droga5’s contemporary approach and insights into our core audience along with their understanding of today’s culture. They presented us with a really compelling proposition for the brand and we are excited to bring this to life," stated Kate Glenn, global marketing and communications director, The Glenmorangie brand.