• by Steve McClellan  @mp_mcclellan, October 6, 2020

Spirits and wine marketer Pernod Ricard USA has selected GroupM’s Wavemaker as its Media Agency of Record.

The marketer, whose brands include Absolut Vodka,  Avión Tequila, Chivas Regal Scotch Whisky, Jameson Irish Whiskey, Kenwood Vineyards and others—spent about $23 million on measured media in the U.S. last year according to Kantar.

The decision expands the agency’s remit with the company—Wavemaker services the Pernod Ricard account in China, France and India.

In the U.S. Wavemaker will provide data analytics, communications strategy, media planning and buying, eCommerce and content services.

The company previously worked with several media shops in the U.S. including Dentsu’s 360i.

"We are impressed with Wavemaker's strong track record of driving growth by helping commercial organizations to reach the right audience at the right time, with the right message, with even more precision," stated Ann Mukherjee, Chairman and Chief Executive Officer, Pernod Ricard USA. "We also sought a partner who is philosophically aligned on the importance of raising our voices in the context of world events and we were pleased to see many examples of this with Wavemaker."