Pernod Ricard goes drinking with Govt

Singapore - Pernod Ricard Singapore has appointed recently set up boutique agency Govt as its creative agency for the Absolut Vodka brand in Singapore.

Govt was appointed following a closed door pitch held in November last year. The contract is for a year and Govt will be handling the business for the local market.

The agency will be expected to drive the brand forward and will handle creative, digital, activation, experiential and social media aspects for the brand. Govt's first project for the Absolut Vodka brand is for Absolut Elyx, a premium vodka that was introduced to Singapore late last year. The campaign will launch in April this year.

Jaab handled the creative duties for last year's Absolut Elyx campaign while Alchemy Consultancy was in charge of public relations duties. Alchemy Consultancy will continue handling its PR and will work closely with the Govt team.

"We were looking for a creative agency that is truly passionate about the brand but with the ability to think strategically," Charmaine Leung, marketing director, Pernod Ricard Singapore said.

Govt set up late last year and the agency was founded by Leon Lai, Aaron Koh and Casey Loh. The first project that Govt embarked on was to produce art installation talking pieces for local annual dance festival ZoukOut 2012.