Pernod Ricard entrusts $120 Million EMEA media account to Carat
By Felicia Nwosu
Pernod Ricard, a major player in the spirits and wines industry, has entrusted its expansive media account in the Europe, Middle East, and Africa (EMEA) region to Carat, a prestigious Dentsu agency to elevate its industry standing.
Annually, according to COMvergence, an agency research firm, Pernod Ricard dedicates a staggering $120 million to measured media within the EMEA region, which has stood out as a testament to its dedication. This monumental investment highlights Pernod Ricard’s determination to uphold its leadership in the fiercely competitive spirits and wines sector.
Renowned for its luxurious brands and steadfast market presence, Pernod Ricard has continuously showcased its unwavering commitment to enhancing media strategies and engaging with audiences on a profound level.
Previously, this media account was managed by several prominent incumbents, including GroupM, Havas, Omnicom, and MG. As part of the new strategic alignment, Dentsu’s iProspect will maintain its current assignment in Spain, which will be further fortified by Carat’s expertise.
Eric Benoist, Global Chief Marketing Officer for Pernod Ricard, commended the transition: “After evaluating the needs of the Pernod Ricard Europe Entities, we decided to transition to Carat as our media partner, progressively onboarding across markets starting July 2024. Carat will focus on strengthening media strategies and efficiencies to drive audience engagement across our renowned brands.”
This strategic decision underscores Pernod Ricard’s forward-thinking approach in refining its media operations and reinforcing its esteemed market position, ensuring sustained growth and prominence in the global marketplace.
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