Wines and Spirits marketer Pernod Ricard has consolidated its media account in the Europe, Middle East & Africa region with Dentsu’s Carat. 

Pernod Ricard, the second largest spirits and wines marketer behind Diageo, spends an estimated $120 million on measured media in the region annually according to agency research firm COMvergence. 

There were several incumbents including GroupM, Havas, Omnicom and MG.  

Dentsu agency iProspect will retain an existing assignment in Spain, which the client said would be “strengthened” with the appointment of Carat. 

Eric Benoist, Global Chief Marketing Officer for Pernod Ricard, stated, “After evaluating the needs of the Pernod Ricard Europe Entities, we decided to transition to Carat as our media partner, progressively onboarding across markets starting July 2024. Carat will focus on strengthening media strategies and efficiencies to drive audience engagement across our renowned brands."