TIN nets Chivas Regal account from Seagram

Seagram UK has handed the consumer PR account for its scotch whisky brand Chivas Regal to The Ideas Network.

Seagram UK has handed the consumer PR account for its scotch whisky brand Chivas Regal to The Ideas Network.

The account, previously run in-house by brand manager Tina Weir, was awarded after a non-competitive pitch.

The account team, reporting to Weir, will be led by agency MD Victoria Reynolds. The annual contract came into effect last week.

TIN was selected on the basis of work it had done over the past four years for the Kentucky Distiller's Association, a US trade body for more than 100 makers of bourbon, including Jack Daniel's, Jim Beam and Wild Turkey.

Although the agency's remit includes trade PR, it will focus on press trips to Strathisla in Scotland, where Chivas is both distilled and bottled.

Seagram is also thought to be on the verge of hiring an agency to handle PR for its new bourbon whisky brand, Bullet Bourbon. TIN is believed to be in the running for this piece of business.



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