Chivas Brothers appoints Haygarth for global work

Chivas Brothers, the scotch whisky business owned by drinks group Pernod Ricard, has hired Haygarth PR to develop an international PR campaign in its key markets for flagship brand Chivas Regal.

The company sells three million cases annually across all continents, and has briefed the agency to focus on key markets such as the US, Japan, South Korea and South America, along with key European markets France, Spain, Portugal, Italy and Greece.

Chivas Brothers international PR manager Jim Long said the PR 'templates' for international markets would be set in the UK.

Long said: 'We have to create PR toolkits for other markets from here in the UK.

'But we want to continue to emphasise the great assets and perceptions of the brand,' he added.

The account will be led by Haygarth PR joint MD Sophie Daranyi, with a team of four initially, though Daranyi said this might increase as needs dictate.

The team will develop a template of international ideas and concepts for the brand as well as a practical toolkit which will be adapted for local markets.

Haygarth worked on a consumer PR brief for Chivas in 2000 when it was owned by Seagram.

Pernod Ricard is the world's third largest spirits company.

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