Pernod Ricard Australia has appointed independent 2045 lead creative agency for Jameson following a competitive pitch.
The first campaigns are due during the upcoming AFL season.
2045 will develop Jameson's cultural platforms and lead brand activations across sport, music and consumer experiences in Australia.
Tim Evans, founder of 2045, said the appointment represents a natural extension of the agency’s approach to culturally led brand building.
“Jameson is one of the most iconic spirits brands in the world, but what makes it special is how naturally it shows up in culture,” said Evans.
“Our focus will be creating ideas that feel less like advertising and more like moments people want to be part of. Whether that’s in sport, music or the pub, the ambition is simple: make Jameson impossible to ignore.”
Belinda Sanderson, head of dark spirits, RTD & prestige at Pernod Ricard Pacific, said 2045’s strategic thinking and ability to deliver culturally resonant activations made the agency the right partner for the brand’s next phase of growth.
“Jameson has always been a brand built on connection, community and shared moments,” said Sanderson.
“2045 demonstrated a clear understanding of how to translate that spirit into ideas that live in culture and create real experiences for consumers. We’re excited to partner with them to bring the brand to life in new and meaningful ways.”
Liam O'Connell, senior brand manager - Irish Whiskies Portfolio at Pernod Ricard Pacific, said the agency’s ability to move quickly from strategy to execution was a key factor.
“Jameson thrives in environments where creativity and culture meet. 2045’s approach combines strong strategic thinking with a proven ability to deliver high impact activations at pace,” said O'Connell.
“That makes them an ideal partner as we continue to grow the brand across Australia.”
2045’s client roster includes Bupa, L’Oréal Groupe, Mitchell & Ness, OpenTable and NFL, with the agency known for its AI powered production model and culturally driven creative platforms.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.