Dentsu’s Carat has been awarded the prestigious €100m EMEA media planning and buying account for Pernod Ricard, one of the world’s leading beverage companies. This significant appointment was confirmed on June 7, 2024, and marks a new chapter in Pernod Ricard’s media strategy across Europe, the Middle East, and Africa. How does this change affect key markets like Nigeria, Kenya and South Africa?
A Competitive Pitch Process
The decision follows a highly competitive pitch process that began in January, facilitated by ID Comms. Pernod Ricard, known for its iconic brands such as Absolut, Jameson, and Chivas Regal, sought to consolidate its media planning and buying under one partner. Previously, the company worked with different holding groups across various markets.
Carat’s Extensive Responsibilities
As Pernod Ricard’s new media partner, Carat will manage media operations in 15 key markets, including the UK, France, Germany, and Spain. This extensive remit underscores Carat’s strategic expertise and its ability to drive media efficiency and effectiveness across diverse regions.
Previous Partnerships and Strategic Shifts
In the UK, Pernod Ricard had partnered with Manning Gottlieb OMD, an Omnicom agency, which did not participate in the pitch for the consolidated EMEA account. This shift represents a strategic move for Pernod Ricard, aiming for a more unified and streamlined media approach.
Industry Reactions
The competitive nature of the pitch and the eventual awarding of the account to Carat have been closely watched by industry insiders. According to Campaign UK, both Carat and Manning Gottlieb OMD declined to comment on the outcome. This significant win is expected to enhance Carat’s position in the media planning and buying landscape, leveraging its innovative strategies and extensive network to support Pernod Ricard’s ambitious growth goals.
Looking Ahead
Carat’s appointment is poised to drive forward Pernod Ricard’s media strategy, ensuring cohesive and impactful media campaigns across the EMEA region. The partnership will focus on leveraging data-driven insights, innovative media solutions, and a deep understanding of consumer behavior to elevate Pernod Ricard’s brand presence and market performance.
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