Pernod Reviews Global Media

NEW YORK Spirits distributor Pernod Ricard has launched a global media review, according to sources.

The competition begins slightly less than two years after Aegis Group’s Carat won media chores in the U.S., where the client spends $55 million annually on ads, according to Nielsen Monitior-Plus. Pernod’s estimated annual global media spend is $200 million.

Since the U.S. review, Pernod has acquired additional companies, and the client now claims to be the world’s second-largest distributor of wines and spirits behind competitor Diageo.

In addition to its domestic assignment, Carat handles Pernod in several European territories as well, including Germany, France and Italy. Sister shop Vizeum last year won the client’s account in the U.K., where Pernod spends an estimated $25 million annually on ads.

In the U.S. review two years ago, Carat overcame finalist Zenith Media, a unit of Publicis Groupe. Carat Fusion, the agency’s digital and direct unit, was awarded online media planning and buying duties at that time.

In last year’s U.K. review, Vizeum bested MPG and ZenithOptimedia.

Carat referred calls to the client. A Pernod official declined comment.

Pernod’s many brands include Chivas Regal, Martell, Jameson, Seagram’s, Wild Turkey, Indigo Gin, Beefeater, Malibu, Stolichnaya, Tia Maria, Hiram Walker and Perrier Jouet.