The agency will target women aged 18 or over through the London press and consumer magazines. It will support the brand's current association with the Sugababes, which culminates in a one-off gig and celebrity after-party to be held at Camden club Koko on 9 June.
Account director Sian Evans said: ‘We will be maximising their association with the Sugababes through a mix of editorial support and event publicity to increase awareness of the promotions and the event itself. Our brief is to show that Tia Maria is a natural accompaniment to the perfect girls' night out.'
Cow beat Cake and Lexis PR to the account and reports to Tia Maria marketing manager Mark Hamilton.
Pernod Ricard UK currently does not have a retained agency for Tia Maria. However, Cow said it hoped to become the brand's retained agency.