Seeking Growth, Pernod Ricard Doubles Down on Media

Pam Forbus, CMO for North America, explains the spirits maker's new direction

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Even prior to the pandemic, which closed bars and canceled festivals, Pernod Ricard was starting to have doubts about event-based marketing. Internal research revealed the French spirits maker behind Kahlúa, Absolut and Jameson wasn’t generating a desired return on investment.

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