Euro RSCG Picks Up Chivas Regal Global Account

Incumbent TBWA Had Pernod Richard's Whisky Brand for 14 Years

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CHICAGO (AdAge.com) -- Pernod Ricard has transferred global creative duties on Chivas Regal to Euro RSCG from TBWA/Chiat/Day. According to one executive familiar with the matter, spending may reach as high as $90 million globally.

Chivas, a Scotch whisky, is the biggest brand by retail value in Pernod's portfolio and had estimated 2007 retail sales of about $1.5 billion, according to the spirits trade magazine Impact. It is the eighth-largest spirits brand in the world by that measure.

TBWA handled the brand for 14 years, most recently producing a luxury-lifestyle-oriented push called "The Chivas Life," which also featured a Bud.TV-style online TV effort. Measured ad spending for the brand in the U.S., however, is quite small, at about $5 million, according to TNS Media Intelligence.

TBWA will remain on Pernod's agency roster, handling brands such as Jameson and Seagram's. An agency spokesman referred a call to Pernod.

Euro does not currently handle any Pernod brands. A spokesman referred calls to the client.
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