Pernod Ricard taps Ketchum as first entertainment marketing agency

Pernod Ricard USA has appointed Ketchum's Sports & Entertainment division as its first entertainment marketing AOR.

Pernod Ricard's Malibu rum brand
Pernod Ricard's Malibu rum brand

PURCHASE, NY: Pernod Ricard USA has appointed Ketchum’s Sports & Entertainment division as its first entertainment marketing AOR.

The relationship became official last month, but Pernod Ricard has worked with Ketchum on a project basis for the past six years on brand PR and entertainment marketing.

The contract, which is for one year, is in the $2 million to $3 million range, said Marcus Peterzell, entertainment EVP at the agency. The budget may increase as more Pernod Ricard brands become interested in entertainment marketing, he added.  

Pernod Ricard did not issue an RFP for the business, said Jeffrey Moran, VP of PR, events, and lifestyle marketing at the company.

"As [Pernod Ricard] entered this current fiscal year, we discovered the best way for us to attach our entertainment marketing to a proper agency was to look to the partner we have already been using," said Moran.

In its extended role, Ketchum Sports & Entertainment is tasked with providing counsel to the spirits and wine company within its entertainment verticals, including film, TV, celebrity talent, digital, and music marketing.

The firm will develop projects aimed at securing talent or partnerships for brand programming. It will also assist Pernod Ricard with product placement and its deal with branded-entertainment agency Madvine, which allows its spirits and wine brands to be integrated into film, TV, and digital scripts.

In its first project as AOR, Ketchum will work on the Malibu Best Summer Ever campaign, which will launch next summer. The agency is seeking talent partnerships for the initiative.

"Ketchum Sports & Entertainment will be our right-hand counsel to our entertainment marketing strategy," Moran said, adding that the company had waited to bring on an entertainment marketing firm until it decided to get "more serious and strategic" in the space.

Peterzell is leading an account team of about five staffers who have expertise in music, film, TV, celebrities, and branded entertainment.

This summer, the agency’s music unit, Ketchum Sounds, worked on Malibu’s sponsorship of OneRepublic’s tour. Last year, Ketchum was involved with the launch of Pernod Ricard brand Malibu Island Spiced, which included a partnership with author and fashion designer Lauren Conrad.

"Pernod has a brand for every lifestyle and consumer segment, giving [Ketchum Sports & Entertainment] great breadth to create compelling programs," said Peterzell. "Working with a client we have already been working with makes this a seamless, fluid transition."

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