Pernod Ricard USA Sends $22 Million Media Account to Wavemaker

By Erik Oster 

Pernod Ricard, the spirts and wine company whose brands include Absolut Vodka, Beefeater Gin, Chivas Regal Scotch Whiskey, Glenlivet Single Malt Scotch Whiskey, Jameson Irish Whiskey, Kahlúa and Malibu, and wine brands such as Jacob’s Creek and Kenwood Vineyards, has appointed GroupM’s Wavemaker its U.S. media agency of record, following a closed review process.

360i was the main incumbent on the account, with Pernod Ricard also working with other agencies as needed.

The appointment spans data sciences, communications strategy, media planning and buying, ecmmerce and content duties. It marks a consolidation move for the client, as it expands on Wavemaker’s existing relationships with Pernod Ricard in China, France and India.


“We’re thrilled to expand Wavemaker’s global relationship with Pernod Ricard and help transform how their prestigious U.S. spirits and wine portfolio connects with consumers across contexts, content and commerce in the U.S.,” Wavemaker U.S. CEO Amanda Richman said in a statement. “We look forward to partnering with Pernod Ricard USA by leveraging data sciences to deliver targeted communications in important moments for consumers.”

“We are impressed with Wavemaker’s strong track record of driving growth by helping commercial organizations to reach the right audience at the right time, with the right message, with even more precision,” added Pernod Ricard USA CEO Ann Mukherjee. “We also sought a partner who is philosophically aligned on the importance of raising our voices in the context of world events and we were pleased to see many examples of this with Wavemaker.”

Pernod Ricard spent nearly $22 million on measured media last year and a little less than $8 million in the first six months of 2020, according to Kantar Media.