GRM is tasked with developing an overall CRM strategy, along with database development, data segmentation and data analysis. The account, which OgilvyOne resigned about one year ago, was awarded to GRM following a competitive pitch that saw it outgun the likes of Proximity, Tequila and ICLP.
Horace Ngai, vice-president marketing for Pernod Ricard Asia, noted that GRM's experience and expertise were key factors, and said: "The choice was simple because we feel we have found the best one that fits all of our selection criteria."
According to Theresa Franklin, Asia-Pacific executive director at GRM, Pernod Ricard's CRM strategy will enable it to increase customer and brand equity across the Asia-Pacific region.
"This is a hugely significant win that demonstrates how critical CRM is to create highly targeted and effective growth," said Franklin. "It's a serious business for serious players. We've been given the opportunity to use our clear vision of CRM on a regional level, to effectively build customer and brand equity for Pernod Ricard."
The agreement between GRM and Pernod Ricard, which has an initial term of one year, will also require the agency to build and maintain a multi-brand, regional data warehouse for the company's entire portfolio of cognac, whisky and wine brands in the region.
The CRM programme will build on Martell's brand positioning of 'discerning enjoyment', targeting male, affluent Chinese.
"(Martell) is mostly marketed at the top echelon of the target audience, which is predominantly male-skewed," said Franklin. "It is also specifically marketed at the Chinese population."
The initiative is expected to kick-off at a "prominent event", said Franklin, scheduled to take place in Hong Kong in April.
Pernod Ricard is no stranger to the CRM arena, and maintains an extensive programme in China, along with a database in Malaysia. GRM has also picked up the Pernod Ricard CRM account in Thailand, this time for all of the company's brands.
"Pernod-Ricard, like Grey, considers knowledge-based marketing to be an intelligent direction companies can be taking to secure their current assets and future success," said Franklin.