Jameson appoints Jack Morton as global experiential AOR

Irish whiskey brand Jameson has appointed Jack Morton as its global experiential agency of record (AOR) following a competitive pitch.

The partnership marks the first global experiential AOR for the Pernod Ricard-owned brand which launched 'Three Things' as its first campaign by the agency. 

The unified global experiential platform was intended to support the brand’s growth across its various markets. Jack Morton said the inspiration behind 'Three Things' was Jameson’s triple distillation process and the platform was designed to engage fans through their “passion points”.

Partnerships with well-known talent across the world—musicians, artists and actors—are also underway with the talents revealing the “three things” that make them tick. The content will then be used as inspiration for a series of short films and experiential activations that will inform fans about the talent and the brand.

“With experiential being intrinsic to the success of Jameson’s marketing program, we were looking for an agency that could create an innovative, fun and category-leading global experiential platform,” said Stuart Moffett, experiential marketing manager for Jameson.

The first ‘Three Things’ activation took place in Kenya in December last year featuring Dreamville Records star Bas in Nairobi. More activations are planned in Ireland and South Africa this year.

On whether activations will take place in Asia soon, Julian Pullan, vice chairman, president international, Jack Morton Worldwide, said that the platform will be rolled out across various markets, in staggered releases, over the next three years.