Spirits marketer Pernod Ricard USA has selected Publicis Media to be its new media agency after a formal review. The incumbent was Wavemaker, part of WPP’s GroupM, which won the account about two years ago.
The holding company has created a dedicated unit to service the account called Publicis Santé (the latter word meaning “to your health” in French).
The spirits marketer spends an estimated $40 million on measured media in the U.S. according to agency research firm COMvergence. Approximately $24 million of that is earmarked for digital.
According to Pernod, the agency appointment comes as it continues to build an internal “marketing accelerator” capability, which spans media, content, data, and technology. That internal unit is designed to harness predictive insights and analytics about what drives consumer choice which can then be applied to omnichannel experiences and further growth.
Publicis Santé will work closely with that in-house operation as well as The Mix, Pernod Ricard's internal content agency.
"We've been impressed with Publicis Santé's ability to enrich our proprietary data and insights and translate them into precision content and context that drives impact for our brands," said Kristen Colonna, Vice President of Marketing Accelerator, Pernod Ricard USA.
Pernod’s brands include Absolut Vodka, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Beefeater Gin and others.