Carat wins Pernod Ricard China's media mandate

Dentsu's media agency Carat has secured the media planning and buying account for Pernod Ricard China, expanding its existing relationship with the global spirits giant. 

The win follows a competitive pitch, displacing GroupM’s Wavemaker, which had held the account in China since 2019 and later held the consolidated remit in the US, France and China.

As part of its remit, Carat will oversee media planning and buying for Pernod Ricard’s entire portfolio in China, which includes iconic brands such as Absolut Vodka, Martell, Royal Salute, Ballantine’s, Chivas, and Jameson. While the exact value of the account has not been disclosed, sources close to Campaign have estimated it has been worth around US$45 million in recent years.

Pernod Ricard, one of the largest premium spirits companies globally, operates in over 160 countries. Carat is tasked with using data-driven strategies and consumer insights to boost the visibility and influence of Pernod Ricard’s brands in China’s highly competitive market.

This win builds on Carat’s previous successes with Pernod Ricard in Latin America and Europe, further solidifying the agency’s global relationship with the client.

Louis Cheng, ,arketing VP of Pernod Ricard China said: “As we navigate the complex and rapidly evolving media landscape in China, Carat’s profound understanding of media dynamics and innovative concepts will make them an invaluable partner.”

Tommy Li, CEO of Dentsu Media China, expressed his enthusiasm, saying: “We are thrilled to serve Pernod Ricard in the critical China market. This appointment validates the transformation of our media capabilities and the integrated value we bring to clients.”

The win is a notable success for Dentsu, following its Creative division’s recent victory in securing the FAW Audi account in China, further bolstering its presence in the market.

It also marks a further loss for GroupM in China, which has lost a series of key media accounts over the past year in the wake of an unfolding media buying bribery scandal that came to public attention nearly a year ago.