
Pernod Ricard USA is appointing WPP’s Ogilvy as
global lead creative agency for Absolut Vodka following a formal review.
Ogilvy’s remit will include global strategic and creative duties for the brand.
The Swedish vodka has
consistently won awards and garnered buzz for its ads. Last year, Absolut worked with BBH for the “Vote First, Drink Second” advocacy campaign to encourage people to vote in the 2020
elections.
Earlier in the year, the brand tackled consent with the Drink Responsibly, #SexResponsibility message that coincided with Valentine’s Day.
Another important part of
Absolut Vodka's advertising is its decades-long collaborations with fashion designers and artists, including Jean-Paul Gaultier, Andy Warhol, Tom Ford, Keith Haring, Stella McCartney and Anne
Imhof.
This new partnership with Ogilvy follows Pernod naming Pam Forbus as Chief Marketing Officer, North America. Ogilvy also represents other brands in the Pernod portfolio. Earlier this
month, Ogilvy was selected to serve as the lead creative agency for Olmeca
Altos Tequila, Tequila Avión and Del Maguey.
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“We admire Absolut’s strong heritage of using creativity to drive meaningful connections and influence culture,” states
Andy Main, global CEO, Ogilvy. “Our team is excited to use the borderless creativity of Ogilvy’s global network to deliver the innovative work that will win the attention of people around
the world.”