Sydney, Australia – After a competitive pitch, media agency Initiative has retained its media remit for distillery company Pernod Ricard to work across the entire brand portfolio including all Pernod’s wine, spirit, whiskey, champagne, RTD and ‘new to world’ brands, focusing on Australia and New Zealand market.
Since its sealed partnership in 2019, Initiative has helped the company to propel into culture, with notable highlights including challenging gender bias through The Glenlivet Break The Rules campaign, tackling regional inequality through Absolut Pride Relay, and launching major brands like Malfy Gin and Altos Tequila into market.
Jo McAlister, managing director at Initiative, said that the agency is excited for another 3 years of partnership with the company to continue its journey in leading ANZ’s competitive alcohol beverage markets across all brand categories.
“This is phenomenal news and we are so proud to continue our partnership. For the past three years we have grown together as brands, collaborating via a truly open and transparent relationship and enjoying an agency/client bond that I’ve rarely seen in market,” McAlister added.
Eric Thomson, CMO at Pernod Ricard Winemakers, added, “The chemistry between Initiative’s team and ours was evident from the start of our relationship three years ago and it has not waned. We are delighted to continue our partnership as we both push forward to produce effective and creative work that connects and engages our customers in an increasingly complex market.”
In January, Initiative also retained its media business remit for energy networks owner Jemena Limited, extending its 10-year relationship with the brand.
