DDB wins digital and CRM businesses for Pernod Ricard

DDB China’s assignments involve utilising and adapting above-the-line and activation platforms for the CRM and digital businesses for the key brands under Pernod Ricard.

A combined team from both Rapp and Tribal DDB, incorporated under DDB, will lead the Ballantine’s, Glenlivet and Absolut campaigns. Rapp China will be in charge of leading the business from a data-driven marketing perspective, while Tribal DDB Shanghai will be in charge of digital engagements.

Ballantine’s is the third most popular whisky brand in China, according to DDB China, which aims to build deeper brand relationships through customer engagements. CRM will be a critical part of the efforts focusing on product and brand education.

As for Glenlivet, DDB China will be tasked with promoting it to single malt whisky connoisseurs throughout the market.

Digital duties for Absolut Blank’s creative marketing campaign are also in the pipeline. The Absolut Blank initiative involves collaboration between artists from different disciplines who will use an outline of an Absolut bottle as a blank canvas for works of art. It was initially developed globally by TBWA Chiat Day in New York with localised creatives by TBWA\Shanghai. 

The different businesses were won through a competitive pitch against previous incumbents TBWA Tequila and Publicis, which oversaw the brands' overall below-the-line and above-the-line business respectively.

Currently, TBWA in Shanghai is still the lead agency for these Pernod Ricard brands: Absolut, Royal Salute, Helan Mountain, Martell, Ballantine's, Glenlivet, Purfeel and TCX.

DDB China said it was awarded the account based on the agency’s experience in data-driven marketing and its digital credentials. This sentiment was echoed by Pierre Berard, marketing director of Pernod Ricard China.