• by Richard Whitman , Columnist, August 6, 2021

Whisky brand Monkey Shoulder, part of William Grant & Son, has selected Fallon as global and U.S. creative agency of record.

The selection came after a formal review in which Fallon competed with a number of agencies outside the U.S. It was the sole U.S.-based agency in the pitch.

New work will try to exploit the fact that more consumers are drinking at home given the pandemic, while bars and restaurants begin to re-open as the pandemic gradually recedes.

Lisa Fitzsimons, associate global brand director, Monkey Shoulder said the brand has experienced strong growth in its first decade. “And as we’ve continued to grow, we’re now at a pivotal moment to rapidly scale the business,” she said.

Given rapid behavioral changes imposed by COVID, “competition will become fierce, and we are thrilled to have Fallon as our partner to breakthrough with unique creative.”

The blended Scotch whiskey brand positions itself as “made for mixing” and has a strong following among younger drinkers and some commercial establishments. In 2019, an industry study compiled by Drinks International reported a survey of bartenders found the brand to be the best-selling and trendiest Scotch at their establishments.

“We didn’t present one script in the pitch,” said Leslie Shaffer, Co-Chief Creative Officer at Fallon. “Our slides all started with ‘What if…?’ and there was actual, unmuted Zoom laughter. We can’t wait to make stuff with Monkey Shoulder.”

According to COMvergence, William Grant & Son spends about $20 million annually on media. Media spend on Monkey Shoulder was not immediately available.