The London office of Euro RSCG is close to finalizing a deal to be the AOR for Chivas Regal.
The agency picked up the business following a two-way pitch against the incumbent agency, TBWA\Worldwide.
Pernod Ricard initially briefed a TBWA team, which was made up of creatives from around the network, to submit ideas for a brief to create a global advertising campaign.
However, the company also approached Euro RSCG with the brief and asked the agency to supply ideas.
When TBWA’s work didn’t score highly enough in the global research (in other words it must have sucked big time — just like 95% of alcohol advertising out there), the brief turned into a full pitch.
Chivas Regal is now available in more than 200 countries and in 2007, the brand sold more than four million nine-litre cases worldwide. It is one of the best performing spirits brands globally, with sales having grown by 40% over the last four years.
The company’s media is handled by Aegis Media, which retained the £100 million international Pernod Ricard account in December last year.