Arun Sudhaman 12 Dec 2018 // 8:54AM GMT
LONDON — Pernod Ricard has brought in Weber Shandwick to provide global corporate communications support in London, the Holmes Report can reveal.
The assignment, which Weber Shandwick landed following a competitive review, was previously handled by Citigate Dewe Rogerson.
The development extends Weber Shandwick's remit for the world’s second largest wine and spirits company, which also retains the firm in the US. Weber Shandwick is now tasked with helping the company tell its global corporate story, raising awareness of its sustainability and responsibility initiatives, and spearheading its ongoing corporate campaign work.
“We were really impressed by the creative approach and the understanding of our business the Weber Shandwick team showed during the pitch process," said Fabien Darrigues, external communications director at Pernod Ricard. "We look forward to working with them to strengthen our corporate reputation."
The agency hire comes as activist investor Elliott Management builds its ownership stake in Pernod Ricard beyond 2.5%, claiming that the owner of Absolut vodka, Jameson whisky and Jacob's Creek wine had "underperformed its peers on several metrics".
Like many spirits players, Pernod Ricard is a family-backed company, with the Ricard family owning 14.2% of shares and 20.11% of voting rights, according to its most recent annual report.
"As the owners of one of the most prestigious brand portfolios in the world, they have many great things to share and we’re looking forward to helping them to tell their story," said Weber Shandwick corporate affairs MD Anthony Marlowe.