The assignment follows a competitive pitch. The new digital commerce strategy will launch in July. Wunderman Thompson, part of WPP, already works with Edrington UK's Macallan.
Sarah Mayhead, Digital Commerce Director at Edrington UK, says: It’s clear to see [the agency] not only has expertise within the luxury sector, but also across many other capabilities that we need to focus on, including brand, commerce, content and CRM.”
A distribution partner of Beam Suntory, Edrington UK also represents many of its brands, such as Jim Beam, Maker’s Mark, Bowmore, Laphroaig, Courvoisier and The House of Suntory, a range of Japanese craft spirits.