The project, launched in 2008, has been designed to extend the brand's reach and engagement to new audiences by combining whisky-making with photography. The initiative is backed by famous photographers Albert Watson and Rankin.
Talk PR Global will handle the brief using its network of agencies called Sermo, the Latin word for talk.
The agency will work alongside The Macallan global team on international activation of the project, including strategic consultancy on a series of launch events in the Macallan’s key local territories in Asia, Europe and the USA.
Talk PR Global aims to target style-driven and creative audiences and generate buzz and excitement on a global scale.