Pernod Ricard strengthens Tequila relationship

Tequila\China has strengthened its hold on Pernod Ricard's below-the-line business, scooping two more accounts to add to the agency's portfolio without a pitch. <BR><BR> Tequila\China has picked up the CRM business for Martell Elite Club from incumbent Grey Relationship Marketing, and has also landed whisky brand Royal Salute's complete BTL brief from Ogilvy Activation. The two pieces of business consolidate the agency's hold on the parent brand's business, with Tequila\China already handling both Chivas' and Martell's BTL accounts. <BR><BR> "We offered a strategic partnership which allows the successful integration of BTL brand activities within the overall brand communication platform, thus delivering experiences that will increase brand equity," said David Hunt, managing director, Tequila\China.