Pernod Ricard has hired Publicis Groupe as its U.S. media agency as the owner of Jameson, Absolut and other alcohol brands invests in more automated marketing.
The holding company formed a bespoke unit called Publicis Santé for the account, which resides inside its Performics performance marketing division. Publicis replaces incumbent Wavemaker, part of WPP’s GroupM, which has held the Pernod account since late 2020. MediaLink was the consultant on the competitive review.
Pernod Ricard spent $392 million on U.S. advertising and promotion in the 12 months ending June 30, 2021, according to the latest estimates from the Ad Age Datacenter.