Glenfiddich brings in Porter Novelli and Finn to boost brand

Glenfiddich, the world's number one selling single malt Scotch whisky brand, has brought in two agencies to cover its global and UK remits.

Whisky winners: two agencies have won Glenfiddich's account
Whisky winners: two agencies have won Glenfiddich's account

Porter Novelli has been charged with 'amplifying Glenfiddich's quality and single malt credentials' across the world, while Finn PR has gained the UK consumer account. Both briefs were previously held by GolinHarris.

The six-figure global brief was awarded following a four-way pitch process.

Porter Novelli will help expand the brand, which is owned by William Grant & Sons, across its priority markets in the UK, France, US and Taiwan. Travel retail will also provide a PR focus.

The agency's consumer practice leader Jo Patterson, who led the pitch, told PRWeek: 'The whisky market is incredibly complex and in the comms scrum of heather and tartan it's difficult for brands to stand out.

'Our focus is to bring to life Glenfiddich's pioneering spirit, embodied by the brand's founder, William Grant.'

The aim is to target whisky-drinking men, aged 35 and over, who are 'passionate, professional and ambitious'.

Projects will include the brand's 125th anniversary, its 'Artists in Residence' programme and an inter-agency campaign called 'One Day You Will'.

Meanwhile, Finn's remit for its own six-figure account will include consumer media and blogger relations, sponsorship maximisation, experiential events and content production.

Finn PR won the brief after a four-way pitch.

Annabelle Clarke, senior brand manager for Glenfiddich, said she was seeking an agency with 'robust, strategic thinking, commercial understanding and focused, well thought out ideas'.

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