Pernod Taps Conn. Promotions Shop

BOSTON Marketing Drive said it has been named lead U.S. promotional agency for various Pernod Ricard spirits brands, including Wild Turkey, Jameson, Kahlua, Malibu, Glenlivet, Aberlour, Ballantine’s, Don Pedro and Presidente.

The work moves to the Wilton, Conn.-based shop following a review of undisclosed contenders. There was no promotional incumbent on those brands.

Pernod Ricard last year acquired Allied-Domecq, which increased the size of its U.S. business and created a need for an additional promotional agency, a Marketing Drive representative said. The budget was not disclosed.

Marketing Drive will now handle all aspects of consumer promotions, including on- and off-premise, sales materials and marketing communications. The assignment begins in June.

“We were very pleased with Marketing Drive’s understanding of our category, our brands and with their strategic and consumer insights to our business,” said Neal Larkin, director of promotions at Pernod Ricard USA, which is also located in Wilton.

Marketing Drive is a unit of Interpublic Group