• by Larissa Faw , March 19, 2021

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.

“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.”