Monkey Shoulder hires Special London as global creative agency

Whisky brand Monkey Shoulder has appointed Special London its global creative agency following a competitive pitch.

Special will be tasked with global strategy and creative development for the brand, owned by William Grant & Sons, in established and emerging whisky markets around the world. This does not include the US, where the account has been won by Iris.

The pitch process, which began in November, was handled by Creativebrief. The incumbent was Fallon, which won the account in 2021.

Ifan Jenkins, global marketing director for Monkey Shoulder at William Grant & Sons, thanked Fallon for its contribution to the brand.

“Monkey Shoulder has been experiencing rapid growth, so this is the perfect time to take the brand to the next level and connect with consumers via bold creative and brand storytelling,” he said. 

“Special impressed us at all stages throughout the pitch process. They’re a great cultural fit for both the brand and business, they have a strong global network and have their finger on the pulse when it comes to culture. 

“We’re excited to kick off this partnership in 2024. I’d also like to extend my thanks to Fallon and the NYC team for their valued collaboration and contribution to Monkey Shoulder over the past few years.”

In 2022, Monkey Shoulder sent a cement mixer truck filled with cocktails to the Kendal Calling festival and in 2021 the brand hosted a silent disco as part of London Cocktail Week.

Jennifer Black, chief executive and partner at Special London, said: “Monkey Shoulder is one of those brilliant brands that combines a beautiful, quality product with fantastic brand potential. 

“Whisky is in ascendency as a category with hundreds of new brand entrants, so to help Monkey Shoulder rocket its growth and shape the brand globally with such a wonderful bunch of client partners is a real privilege.”

Dentsu handles media for the brand.