Chivas Brothers Appoints M&C Saatchi as Ballantine's Global Advertising Agency
Published Date:19th November 2012
Chivas Brothers, the Scotch whisky and premium gin business of Pernod Ricard, has announced the appointment of M&C Saatchi as the new global advertising agency for Ballantine’s, the world’s No. 2 Scotch whisky.
The award-winning agency has been appointed following a four-month review process and is tasked with asserting Ballantine’s position as one of the most dynamic and brave whisky brands in the world to its global audience. New activations will have a particular focus on Spain, France, Russia, Poland, Latin America, China and Korea.
M&C Saatchi’s central Ballantine’s account team will be based in London with local teams in place in key markets. The agency will take over the Ballantine’s account from incumbent agency, Publicis, who will continue to work with Chivas Brothers on integrated marketing campaigns for Beefeater Gin and The Glenlivet.
Eric Benoist, International Marketing Director for Chivas Brothers commented ‘Throughout the review process, M&C Saatchi impressed us with their excellent understanding and appreciation of Ballantine’s. They demonstrated considered, strategic thinking, an insightful and original approach to creative work and they also showed great passion and commitment to working with us. We are looking forward to partnering with M&C Saatchi and building an ambitious future for Ballantine’s.”
A brand renowned for its dynamic and engaging marketing initiatives such as ‘Leave an Impression’, Ballantine’s is the No. 1 whisky in Europe, and the world’s No. 2 Scotch whisky by volume, selling over 70 million bottles a year worldwide.