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Jameson Irish Whiskey appoints Jack Morton Worldwide as global experiential agency of record

Pernod Ricard brand Jameson Irish Whiskey has appointed Jack Morton, as its global experiential agency of record, effective immediately. This is a new working partnership for the Pernod Ricard-owned brand, which has not previously had a global experiential AOR.

Jack Morton has created a unified global experiential platform, named “Three Things”, which local markets will activate. Inspired by Jameson’s signature triple distillation process and designed to engage Jameson fans through their passion points, it will feature partnerships with well-known talent across the world – musicians, artists, actors and more – as they reveal the “Three Things” that make them tick. The responses will become the inspiration for a series of short films and experiential activations that allow fans to get closer to the talent and closer to the brand.

The appointment was made following a competitive pitch process. Stuart Moffett, experiential marketing manager, Jameson said, “With experiential being intrinsic to the success of Jameson’s marketing program, we were looking for an agency that could create an innovative, fun and category-leading global experiential platform.”

The Three Things platform will inform all of Jameson’s experiential work and is designed to support the brand’s continued growth across markets and cement its position as an iconic global spirits brand. It will fittingly be rolled out globally over the next three years. The first “Three Things” activation took place in Kenya in December, featuring Dreamville Records star Bas in Nairobi. More activations are planned in Ireland and South Africa in 2019.

Julian Pullan, vice chairman, president international, Jack Morton Worldwide, said, “Partnering with Jameson presents us with a hugely exciting opportunity to create truly connected experiences which will elevate the brand, forging a genuine relationship with the people that matter most to it and driving business growth.”

Moffett stated that a key element Jameson was looking for in any agency under consideration was that they were, “one that appreciates the heritage, love and dedication that goes behind every bottle of Jameson. We’re delighted to have found just that in Jack Morton.”

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