Pernod Ricard, the Paris-headquartered global No. 2 producer of wines and spirits, has appointed Wavemaker to handle its global travel retail media buying account following a competitive pitch. The Group M agency beat close competitor Publicis Performics in winning the business earlier handled by the company in-house. 

The global travel retail media account addresses all global territories with special focus on high-growth Asian markets, such as China, India, South Korea, and Japan, and developed markets like Europe and the United States.

Wavemaker will help Pernod Ricard design its new communications strategy, encompassing both digital and traditional media, with “focus on targeting 100% of our media investments at travellers throughout their journeys”. 

Dino Metaxas, Digital, Media and PR Director for Pernod Ricard Global Travel Retail, said: “Pernod Ricard Global Travel Retail has continued to grow in strength, with 2019 seeing +6% growth driven by all regions, cementing its position as the second-largest market in terms of profit within the Pernod Ricard Group.” 

Pernod Ricard was looking for an agency with global expertise, he added: “To continue and strengthen our accelerated growth plans and investments in consumer marketing and communications, we were looking for an agency with strong global expertise in the travel retail industry, as well as experience of leveraging traveller data, technology and other partners within the ecosystem.”

Created in 1975 by the merger of Ricard and Pernod, Pernod Ricard’s portfolio includes Absolut, Chivas Regal, and Havana Club, and reported a consolidated Sales of € 9,182m in FY19.

100 Pipers, part of the Pernod Ricard stable. (Product shoot by Pumpkin Production.)

About Wavemaker:

With 90 offices internationally, Wavemaker is part of GroupM, WPP’s global media investment management company.

The agency, headquartered in London, implements experience-led solutions through a mix of media, content, and technology for some of the world’s biggest brands that include Vodafone, Mercedes, British Airways, London Fire Brigade, the US Navy, Formula 1, Xerox, Ikea, United Airlines, Aldi China, and Paramount Pictures.Wavemaker’s Global CEO Toby Jenner said: “Pernod Ricard Global Travel Retail is an exciting business on a journey of growth, and this win says everything about Wavemaker’s experience and ability to deliver transformative solutions. We’re looking forward to helping connect more travellers with Pernod Ricard’s prestigious products.”