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Apr 21, 2011

Leo Burnett Thailand wins 100 Pipers

BANGKOK – Leo Burnett Thailand has been awarded Pernod Ricard’s 100 Pipers whisky business following a three-way pitch.

100 Pipers is Thailand's leading imported spirit
100 Pipers is Thailand's leading imported spirit

Leo Burnett pitched against Creative Juice and Publicis for the 100 Pipers account.

TBWA which had been incumbent on the account for over ten years, did not pitch.

The blended scotch whisky is Thailand’s leading imported spirit brand, with 78 per cent market share of the standard scotch segment, which in turn is the biggest imported spirit segment there.

Jeffrey Kimble, director of marketing and business development Pernod Ricard Thailand said that TBWA’s decision not to pitch was by mutual consent and it was “not unlikely that the agency would work with Pernod Ricard again in the future.”

“The international spirit market has changed significantly in the past ten years, taxation is much higher and the regulations have changed,” said Kimble. “We chose Leo Burnett because they took a strong strategic review of our brand, and approached it from a touchpoint rather than a media perspective.”

Kimble adds that regulations on media mean that alcohol brands have to look at touchpoint plans rather than media plans.

Pernod Ricard’s media agency of record remains OMD Thailand.

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