Pernod Ricard Shifts Global Kahlua Account to TBWA

Omnicom Shop's Latest Win Adds to Growing Relationship With Spirits Marketer

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CHICAGO (AdAge.com) -- Pernod Ricard has shifted global creative duties on its Kahlua brand to Omnicom Group's TBWA/Chiat/Day, New York, from Publicis Groupe's Publicis.

The win further expands TBWA's relationship with Pernod. Absolut Vodka -- acquired by Pernod in 2008 -- is one of the agency's longest-tenured clients, and the shop also works on brands such as Martell's and Jameson Irish Whiskey.

The shift continues a strong year for an office that's occasionally been a trouble spot within the TBWA global network. The agency has added brands such as Twix to its portfolio this year, and secured a spot on McDonald's global agency roster. A special unit it created under Omnicom called Media Arts, New York, also won duties on Planters recently.

Pernod doesn't break out results for Kahlua, but it failed to include the coffee liqueur in a list of brands that were growing or had proven resilient when it shared its half-year results in February. TBWA brands Jameson, Martell and Absolut were all singled out as growing.

"TBWA/Chiat/Day, New York, has a proven ability to help reshape brands on a global scale," said Mathias Westphal, Kahlua's global managing director.

Added TBWA office President Jamie Gallo: "We look forward to delivering disruptive strategies and creativity for one of the most iconic spirits brands."

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