Three years after losing Absolut Vodka, TBWA is expanding its relationship with Absolut owner Pernod Ricard.
The New York office of TBWA\Chiat\Day has landed creative responsibilities on Kenwood Vineyards, which Pernod Ricard acquired last year.
The win came after a pitch against three other shops Pernod declined to identify. Beyond traditional ads, the assignment includes digital and social-media marketing, events and in-store marketing. Media spending has yet to be determined.
Other Pernod Ricard brands that TBWA handles include Jameson Irish Whiskey, Martel cognac, Royal Salute Scotch whiskey and Campo Viejo wines. But Absolut, which TBWA handled for decades and put on the map with its memorable bottle-centric campaign, shifted to Sid Lee in late 2012.
Pernod Ricard's acquisition of Kenwood gave the French company its first vineyard of still wines in the U.S. And now, a year later, the new parent is investing in marketing. Previously, Kenwood used agencies on a project basis. So, TBWA\C\D is the winery's first lead agency.
In making the selection, Eric Thomson, vp of global marketing for U.S. brands at Pernod Ricard Winemakers, cited the agency's "strategic view on how to move the brand forward" and "last three feet perspective," referring to its ideas for marketing the brand in stores. The shop's first campaign is expected in November.
Kenwood is TBWA\C\D New York's fifth win since January, after losing Kraft late last year. The other wins include Travelers and Thomson Reuters.