Arun Sudhaman 22 Mar 2012 // 12:00AM GMT
LONDON--Single malt Scotch whisky brand Glenfiddich has handed its global consumer PR account to Porter Novelli following a competitive review.
The business, estimated at around £100K, was previously handled by GolinHarris, who declined to repitch in the recent review.
Porter Novelli prevailed following a four-way pitch, and is tasked with developing Glenfiddich's global consumer PR strategy.
In particular, the firm will support the brand's 'One Day You Will' marketing platform, developed by Leagas Delaney. Porter Novelli will also work on Glenfiddich’s 125th anniversary celebrations and Artists in Residence programme, which involves contemporary artists from around the world completing a summer residency at the brand’s Speyside distillery, leaving behind a piece of art inspired by their experience.
Porter Novelli will report to Glenfiddich global brand director Katie Rawll and global brand communications manager Glenys Dawson.
“Porter Novelli won the business because it demonstrated a robust approach to the Glenfiddich brand, combining creativity with the practical experience required to build a global brand in multiple markets," said Rawll in a statement. "2012 marks Glenfiddich’s 125th anniversary and we’re looking forward to working with the agency in a year of high profile activity.”
“The whisky market is incredibly complex and in the communications scrum of heather and tartan it’s difficult for brands to generate stand out," added Porter Novelli consumer practice leader Jo Patterson, who led the pitch "Our focus is to bring to life Glenfiddich’s pioneering spirit, embodied by the brand’s founder, William Grant. His groundbreaking vision for the business, established 125 years ago, flows just as strongly today, and brands with vision are the brands every PR agency wants to work with.”
The account will be led by PN associate director Kirsty Merritt. GolinHarris will continue to support the William Grant & Sons' brand's internal and digital comms.