Pernod Ricard USA has tapped Ogilvy to serve as the lead creative agency for the wine and spirits company’s tequila and mezcal brands. The agency will coordinate brand and communications strategies for brands Olmeca Altos Tequila, Tequila Avión, and Del Maguey.
The move is part of Pernod Ricard’s efforts to consolidate its global agency roster. Last October, Pernod Ricard also appointed GroupM’s Wavemaker its U.S. media agency of record, following a closed review process.
“As we adapt to an ever-changing marketplace, I’m confident our new partnership with Ogilvy will enable us to become even more consumer-centric in our efforts to win premium drinkers’ attention for [these brands]. Ogilvy’s data-driven approach to growing brands and businesses puts creativity at the heart of performance, which we believe is the key driving sustained growth in today’s world,” Pernod Ricard North America chief marketing officeer Pam Forbus said in a statement.
“We are thrilled to be partnering with the team at Pernod Ricard because they understand the critical role that creativity plays in keeping brands at the forefront of culture and connected to their consumers’ evolving needs,” Ogilvy global CEO Antonis Kocheilas added. “I’m personally looking forward to working with our creative teams to grow and establish each of these brands as the favorite choice of premium drinkers in relevant drinking occasions.”
The Pernod Ricard win is another boost to the heritage agency, coming shortly after iconic lighter company Zippo appointed Ogilvy as its creative, PR and social agency partner.