The company, which works with Weber Shandwick on The Dalmore in Europe, initially invited seven agencies to pitch for the business, Emanate not being among them, said Rob Bruce, head of global PR at Whyte & Mackay. Emanate was invited to join the review halfway through the process, he added, because the firm was “highly recommended.”
Emanate, with a team of four staffers on the account, is tasked with creating an integrated marketing campaign to increase consumer and investor awareness for The Dalmore, specifically focusing on the New York market at the moment.Bruce said the “collectible” brand is concentrating on getting its message out in key cities around the globe, such as Moscow and London, in addition to New York.
The agency will engage media in various sectors, including luxury, lifestyle, business, financial, and trade, said Kim Sample, CEO of Emanate. She added that the firm will also work on some social media initiatives, event execution, and targeting brand ambassadors and influencers to create buzz around The Dalmore.
“There are a few different target demographics,” explained Sample. “There are scotch enthusiasts, but this brand also has huge investment value. As such, we're looking at the more affluent target, as well, who will invest in something such as very rare scotches.”