Arun Sudhaman 27 Sep 2013 // 6:54AM GMT
LONDON—Havas PR is to begin work on two new assignments from spirits giant Pernod Ricard at the PR firm's London office.
The agency has been handed the global communications mandate for scotch whisky brand Aberlour, along with UK launch duties for flavoured vodka range Oddka. The new accounts come as Havas Media wins Pernod Ricard's £7m media planning and buying business in the UK. Pernod Ricard is already a major client of advertising group Havas Worldwide.
For Aberlour, Havas is tasked with raising the brand’s profile among a global target audience of men aged 30-55. The firm will aim to develop tools that can be used by Pernod Ricard affiliates worldwide, while also overseeing Aberlour's central digital and social media activity.
Havas PR UK MD Steve Marinker will lead the account, reporting to Jim Long, international PR manager at brand owner Chivas Brothers, the Scotch whisky and gin business of Pernod Ricard.
“We chose Havas PR because of their creative and strategic understanding and the way they have been able to integrate with their colleagues who are developing an above-the-line campaign for the brand,” said Jim Long.
Oddka, meanwhile, is the creation of Polish distillers Wyborowa, and launches in the UK in September after rolling out in the US last year. Havas PR secured the assignment following a competitive pitch.
The agency will oversee a campaign that deploys PR, social media, digital and experiential, using the brand’s “Go odd” positioning and Oddka’s brand ambassador, an eccentric Victorian inventor called Witt Oddoski. The brand is hoping to target 'creative' 18 to 24-year-olds who like to experiment.
Paola Nicolaides, associate director at Havas PR UK, will lead the team, working with Pernod Ricard senior brand manager Joanna Steel and marketing controller Adam Boita.
“Havas PR demonstrated a great understanding of where we want to take Oddka with the focus on creating engagement across multiple platforms with a core idea that works through-the-line,” said Adam Boita.