MUMBAI: Dentsu has been appointed as agency partner for William Grant & Sons, an independent, family-owned Scottish company that distils Scotch whiskeys Glenfiddich and The Balvenie, as well as other spirits like Hendrick's Gin.
The appointment is the result of an APAC business consolidation which concluded at the end of 2020 and will be managed out of Singapore, the network stated.
Dentsu is expected to drive omnichannel marketing for William Grant & Sons, focusing on strategic pillars of connections planning, digital acceleration and driving media effectiveness and efficiency across APAC.
William Grant & Sons global head of communication strategy & planning Susie O'Donoghue said the company was impressed with Dentsu's "well-rounded thinking, demonstration of planning capability, as well as expertise in driving omnichannel thinking". It also helped that Dentsu has experience working with alcohol and spirits clients, she added.
“We have been working with William Grant & Sons globally and are delighted to have managed to expand this partnership within Asia Pacific," said Dentsu CEO of media for APAC Prerna Mehrotra. She contends that by understanding the consumer’s digital-first world, Dentsu can "unlock new growth opportunities" throughout the consumer journey.
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