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 â€śThree Thingsâ€ť, which local markets will activate. Inspired by Jamesonâ€™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 â€“ musicians, artists, actors and more – as they reveal the â€śThree Thingsâ€ť 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, â€śWith experiential being intrinsic to the success of Jamesonâ€™s marketing program, we were looking for an agency that could create an innovative, fun and category-leading global experiential platform.â€ť
The Three ThingsÂ platform will inform all of Jamesonâ€™s experiential work and is designed to support the brandâ€™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 â€śThree Thingsâ€ť 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.
— Jameson East Africa (@Jameson_EA) December 6, 2018
Julian Pullan, vice chairman, president international, Jack Morton Worldwide, said, â€śPartnering 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.â€ť
Moffett statedÂ 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. Weâ€™re delighted to have found just that in Jack Morton.â€ť