Pernod Ricard hires Cirkle for "conviviality" trade brief amid cuts

Pernod Ricard UK has switched its trade brief from Weber Shandwick to Cirkle as it focuses on "building personal relationships".

Pernod Ricard: Now working with Cirkle
Pernod Ricard: Now working with Cirkle

The UK arm of the French company has shifted the work after seven years with the incumbent, and as it changes tack following the implementation of the new company strategy ‘Shaping the Nation’s Drinking Experiences’.

News of the hire also comes as Pernod Ricard, which owns brands including Chivas Regal, Absolut and Malibu, seeks to make €150m in savings globally over the coming three years. 

Cirkle MD Ruth Allchurch said the agency put the company’s focus on conviviality at the heart of its strategy to focus on building personal relationships.

"It is a family run business and though it has a global footprint it retains that feel to it and we want to continue that," she said.  

"We are working across quite a fragmented channel, in that there are millions of smaller shops and they are a massively important customer base. The way to build traction with that audience is to build personal relationships, and often with big organisations if cuts are made that is the first thing to suffer, but we want to make sure we have more face-to-face time with the customer base and their influencers."

Pernod Ricard UK head of comms Aurelie Kane, who said she was "grateful" for Weber Shandwick’s "support and input", added:

"Pernod Ricard UK is a customer-centric organisation and the appointment of Cirkle supports a fresh approach to our customer communication.

"Cirkle showed exceptional creativity that was underpinned with robust strategy and insight across multiple trade channels and it will help propel our trade PR to the next level." 

Earlier this year Pernod Ricard CEO Pierre Pringuet admitted that job losses would also be a part of the cost-cutting measures, which have been named Project Allegro.

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