Dentsu grabs William Grant & Sons APAC media and digital duties
Independent, family-owned Scottish company William Grant & Sons has appointed global creative powerhouse, dentsu as its agency partner for the Asia Pacific(APAC) region.
The appointment comes, following a business consolidation which was concluded at the end of 2020. The latest account win, which came after a competitive pitch process, will see dentsu driving omnichannel marketing for William Grant & Sons, focusing on strategic pillars of connections planning, digital acceleration and driving media effectiveness and efficiency across the APAC region.
Commenting on the new development, Susie O’Donoghue, global head of communication strategy and planning, William Grant & Sons said: “We have an established global relationship with dentsu and after engaging with the APAC team during our chemistry meeting, we were impressed with their well-rounded thinking, demonstration of planning capability, as well as expertise in driving omnichannel thinking.”
O’Donoghue added that throughout the engagement, dentsu demonstrated in-depth understanding of the brand’s consumer landscape, ever evolving media and tech ecosystem. “Most of all, we like that dentsu has the expertise in working with clients in the alcohol and spirits business. We look forward to partnering with dentsu to drive growth for our brands in APAC,” she said.
Also commenting, Prerna Mehrotra, CEO, Media, APAC, said the team is glad to have expanded the remit to cover Asia Pacific and for William Grant & Sons noting that this has translated into a full digital transformation project.
“We look to support the team in their omnichannel, ‘people first’ future. We are excited to work on iconic William Grant & Sons brands and delighted to partner them in their omnichannel journey here in APAC”.
About William Grant & Sons
William Grant & Sons Ltd is an independent, family-owned Scottish company that distills Scotch Whisky and other selected categories of spirits. It was established in 1887 by William Grant, and is run by Grant’s descendants as of 2018. It is the largest of the handful of Scotch whisky distillers remaining in family ownership.
The company is the third largest producer of Scotch whisky (8% market share), shipping about 7.6 million cases per year, with brands including Glenfiddich and Balvenie. The company is registered at The Glenfiddich distillery in Dufftown. The main operational headquarters are located at Strathclyde Business Park, North Lanarkshire. Sales and marketing headquarters are in richmond, London. The company is a member of the Scotch Whisky Association.
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