Initiative wins Pernod Ricard account

By Mariam Cheik-Hussein | 5 March 2020
Pernod Ricard

IPG Mediabrand’s Initiative has been appointed to the media account for Pernod Ricard Winemakers, following a competitive pitch.

The account was estimated to be worth upwards of $7 million when it was won by Publicis Groupe’s Blue 499, which later merged with Spark Foundry, in 2017.

“Pernod Ricard is one of the world’s strongest portfolios of iconic brands, with a history of creating brilliant work” says Melissa Fein, Initiative Australia CEO.

“From day one our chemistry and philosophy’s felt in sync and we are elated to partner with Pernod Ricard and set a new benchmark for alcohol marketing.”

Pernod Ricard owns brands such as Absolut Vodka, Malibu, Perrier Jouet, G.H. Mumm, and Jacob’s Creek.

“Initiative demonstrated a deep understanding of culture, with the ability to connect our brands with consumers in a way that really sets them apart,” says Eric Thomson, Pernod Ricard CMO.

“We were impressed with the quality and passion of their talent, and their next level strategic brand thinking. We are excited to embark on this partnership with the Initiative team.”

The appointment follows two significant wins for Initiative this year. The agency won the Goodman Fielder and Aussie home loans account, both estimated to be worth $12 million each.

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