Glenfiddich, the world’s most awarded single malt Scotch whisky, has called in Porter Novelli to develop its global consumer PR strategy.
The agency has been awarded the six-figure brief after winning a four way pitch.
Porter Novelli will amplify Glenfiddich’s quality and malt credentials with PR support for existing initiatives including the brand’s new global marketing platform, One Day You Will, developed by Leagas Delaney. Porter Novelli also will work on Glenfiddich’s 125th anniversary celebrations and its highly respected Artists in Residence programme, which involves contemporary artists from around the world completing a summer residency at the brand’s Speyside distillery, leaving behind a piece of art inspired by their experience.
The Porter Novelli team will report to Glenfiddich Global Brand Director Katie Rawll and Global Brand Communications Manager Glenys Dawson. Rawll said: “Porter Novelli won the business because it demonstrated a robust approach to the Glenfiddich brand, combining creativity with the practical experience required to build a global brand in multiple markets. 2012 marks Glenfiddich’s 125th anniversary and we’re looking forward to working with the agency in a year of high-profile activity.”
Porter Novelli Consumer Practice Leader Jo Patterson, who led the pitch, added: “The whisky market is incredibly complex and in the communications scrum of heather and tartan it’s difficult for brands to generate stand out. Our focus is to bring to life Glenfiddich’s pioneering spirit, embodied by the brand’s founder, William Grant. His groundbreaking vision for the business, established 125 years ago flows just as strongly today, and brands with vision are the brands every PR agency wants to work with.”
About Porter Novelli
A global public relations leader, Porter Novelli was founded in 1972 and is a part of Omnicom Group Inc. (NYSE: OMC). In 90 offices in nearly 60 countries, Porter Novelli combines the power of immersion with the rigor of research to create deep human insights that enable the agency to transform the opinions, beliefs and behaviors of those who matter most to its clients. For additional information, please visit www.porternovelli.com.
About Diversified Agency Services and Omnicom
Diversified Agency Services (DAS,) manages Omnicom’s holdings in a variety of marketing communications disciplines. DAS includes more than 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries. Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.