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.
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.
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.
"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.
Tasked with 're-engineering' the Martell Elite Club, the agency will also develop an integrated campaign leveraging the entire portfolio of Martell brands — including VSOP, Noblige, Cordon Bleu and XO. According to Hunt, Martell is the number two-ranked cognac brand in China in terms of marketshare and is growing quickly.
For Royal Salute, the brief revolves around the delivery of luxury brand experiences and merchandising.
"The key focus is on identifying target consumers, engaging with them, and building a relationship through innovative and exciting brand experiences," said Hunt.
"For Martell we will develop an enhanced CRM programme that will deliver branded one-to-one experiences across the entire portfolio, while for Royal Salute, we will focus more on identifying target consumers and building relationships with them," he said.
Hunt noted that two new hires had been made. Former Grey Relationship Marketing executive Enko von Arnim has been appointed CRM business director for the Martell Elite Club to be based in Shanghai, working closely with Ross Gearing, director of CRM at Tequila\ China, while Pornthip Suchanthabut, formerly an account director with G2 China, joins as group account director on Chivas Regal. Martell client service team chief and Pernod Ricard group business director Jocelyn Yong will spearhead the push for Royal Salute.
"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.
Tasked with 're-engineering' the Martell Elite Club, the agency will also develop an integrated campaign leveraging the entire portfolio of Martell brands — including VSOP, Noblige, Cordon Bleu and XO. According to Hunt, Martell is the number two-ranked cognac brand in China in terms of marketshare and is growing quickly.
For Royal Salute, the brief revolves around the delivery of luxury brand experiences and merchandising.
"The key focus is on identifying target consumers, engaging with them, and building a relationship through innovative and exciting brand experiences," said Hunt.
"For Martell we will develop an enhanced CRM programme that will deliver branded one-to-one experiences across the entire portfolio, while for Royal Salute, we will focus more on identifying target consumers and building relationships with them," he said.
Hunt noted that two new hires had been made. Former Grey Relationship Marketing executive Enko von Arnim has been appointed CRM business director for the Martell Elite Club to be based in Shanghai, working closely with Ross Gearing, director of CRM at Tequila\ China, while Pornthip Suchanthabut, formerly an account director with G2 China, joins as group account director on Chivas Regal. Martell client service team chief and Pernod Ricard group business director Jocelyn Yong will spearhead the push for Royal Salute.
