William Grant & Sons Appoints Rokkan as AOR for Its Core Brand Portfolio

By Erik Oster 

Independent, family-owned distillery William Grant & Sons has appointed Rokkan as its agency of record, following a review. Rokkan, which won creative duties for William Grant & Sons’ Glenfiddich Single Malt Scotch Whisky brand’s 14-Year-Old Bourbon Barrel Reserve release late last year, will be tasked with digitally-led creative responsibilities for the brand’s core portfolio of premium spirits brands domestically. In addition to Glenfiddich, those brands include Hendrick’s Gin, Tullamore D.E.W. Irish Whiskey, The Balvenie, Milagro Tequila and Sailor Jerry Spiced Rum. 

William Grant & Sons appointed ISL as its digital and social media agency of record in January of 2015 and had previously worked with We Are Social on its  Tullamore D.E.W. Irish Whiskey brand. It is unclear if ISL participated in the review process.

“In the past year we’ve grown more distant from the word ‘digital.’ It means such a specific thing to some people,” said Rokkan co-founder and CEO John Noe. “But for those who really are digital, we know it to be much more about the connection between people, things, cultures, movements. And with William Grant & Sons, we’ve found a like-mindedness in how we see the role of digital transforming the way we connect people and brands. We’re honored and thrilled to be their partner in this journey.”


The last several months have been eventful ones for the agency. Last December, Publicis announced it would be folding its Leo Burnet Business B2B operation into Rokkan. Last Friday, meanwhile, founding partner and chief creative officer Charles Bae left the agency, and the ad world altogether, to focus on “other personal goals.”