Pernod Ricard USA announced it has chosen Deep Focus to manage digital and social media for its big spirits brands Absolut, Malibu, Kahlua, Jameson, The Glenlivet and Chivas Regal.
Deep Focus won the business after a six-month, two-stage pitch process that started with 15 agencies. San Francisco-based digital agency Isobar was Pernod's previous digital and social AOR.
"We selected Deep Focus because of their proven strategic, creative, analytic and execution capabilities with regard to digital media," Jack Shea, Pernod's VP-corporate communications, told Ad Age. The spirits giant has been examining its agency relationships with other brands too recently; a couple of months ago it added Sid Lee to its roster for its vodka brand, Absolut.
Pernod plans to take advantage of Deep Focus's Moment Studio, the social media "newsroom" the agency launched in late 2012 for clients Pepsi and Purina. The studio, which aims to market brands in real-time by fostering social media conversations that relate to current events.
Deep Focus has started experimenting with its social-media marketing plan for Pernod liquors; the agency created the below video on new social network Vine just a day after the app was released.