Cutty Sark calls in Inkling to tap into new generation of whisky drinkers

Whisky producer The Edrington Group has called in agency support to attract consumers in their 20s and 30s to its Cutty Sark brand.

Cutty Sark: aiming to target a younger audience
Cutty Sark: aiming to target a younger audience
The global PR account has been handed to Inkling after a four-stage pitch process, revealed by PRWeek, involving 15 agencies.

This is the first time the company has called in outside PR support for the Scotch whisky brand it bought from Berry Bros. & Rudd in February 2010. Its other brands include The Famous Grouse and The Macallan.

The appointment is part of a fresh global marketing strategy to introduce a new generation of whisky drinkers to Cutty Sark and to establish the brand in several key and emerging markets.

Inkling, the agency set up earlier this year by former Cake account director Nicola Rutledge, UK events director Will Parkinson and David Proudlock, a planner previously at WCRS, Cake and Saatchi & Saatchi, is tasked with delivering a global public and media relations strategy.

The agency specialises in PR, events, strategy and content, and works with clients that include ghd, MAMA Group and Gio-Goi.

Rutledge and Proudlock will head the account and report to Cutty Sark brand controller Jason R. Craig.

Craig said: ‘PR is an essential element of the brand’s global comms strategy. Our job as brand guardians is to lead from the front and inspire both our agencies and distribution partners to fully realise the brand’s potential.   

‘This partnership will bring to life the spirit of adventure that our brand represents and we look forward to a long and mutually beneficial partnership.’

Inkling will work alongside The Edrington Group’s global brand team, digital, advertising and local market agencies to create and integrated campaigns globally.

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