Pernod Ricard HK picks new boutique agency for Absolut, Chivas Regal and GH Mumm Champagne

Global wines and spirits group chose Stir Public Relations for "concierge-like service", industry experience and flexibility.

Stir PR has been retained to manage communications for the three brands

Wines and Spirits group, Pernod Recard, has appointed Stir Public Relations to manage its Absolut Vodka, Chivas Regal and G.H. Mumm Champagne brands on a retainer basis. Stir will handle strategic communications initiatives and efforts in Hong Kong across media relations, event strategy, and social media for these three brands.

It is unclear if Pernod Ricard has worked with a retainer agency in Hong Kong for these three brands prior to this appointment. Previously, the group has worked with GHC on a project-basis.

The boutique PR agency, which is less than a year old, has also been appointed to manage social media for an additional three Pernod Ricard brands: Aberlour, Martell Cognac, and The Glenlivet.

The agency's first project with the group is Chivas Regal’s The Venture, a US$1 million global fund to support social entrepreneurship. For the Hong Kong-based launch, Stir PR is providing campaign strategy, high-profile speakers and panellists, event strategy, media relations, and social media.

Pernod Ricard decided to work with a small and new agency for its "concierge-like service, experience in the industry and results-driven focus", explained brand manager, Vivienne Chan.

"Since they’re a smaller firm, Stir always provides us with personal attention from senior staff, flexibility, and quick-turnaround time. They act as an extension of our team and bring a vast amount of industry and market knowledge."

Robin Smith, co-founder and managing director of Stir Public Relations said that the agency aims to use its specialised experience to achieve results for the brands. "We don’t ever aim for our work to be excellent for a small agency; our goal is for our work to be excellent, full-stop."

Smith co-founded Stir PR with Otis Kung in December 2014. The agency specialises in creative communications for restaurants and the food and beverage industry.

Smith began her career in the industry with iHeartRadio in Florida, US, where over the course of a six-year career with the company, she directed campaigns for clients such as Bacardi, Coca-Cola, Yum Brands and Kit Kat. Most recently, she was an account manager with Cred Communications in Hong Kong.

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