"Our motivation behind the decision comes down to the successful partnership we’ve forged with the agency," says Sibu Shangase, head of marketing for Pernod Ricard South Africa’s Whisky Portfolio.

"Publicis Machine has managed two of our premium liquor brands since 2015 — the Glenlivet Whisky and Martell Cognac. The agency has demonstrated a strong commitment to our business that has led to some groundbreaking work on both brands," adds Shangase.

Shangase says, "The team has proven that it has the ability to grow and elevate the business of global brand houses like Pernod Ricard, in local markets, and it just made sense to entrust a brand like Chivas to this team. We think it’s a smart move — especially at this time when we want to make a few disruptive changes to encourage whisky fans to enjoy their favourite spirit in a whole new way."

The Chivas tagline is ‘Success is a blend’ and the brand aims to underscore the reputation of the Chivas House for expert blending, overseen by blender Colin Scott.

The global brand has been integral to the growth of the Scotch whisky category worldwide and sells 4.5 million cases annually in more than 150 countries across the globe.

"It’s an honour to be entrusted with the reputation and growth of this iconic whisky brand by one of our most valued clients," says MD and CCO for Publicis Machine, Gareth McPherson.

"There is a strong cultural synergy between our businesses and, with a solid partnership already formed, we anticipate the creation of excellent work. Our mandate is to elevate this well-established brand within the premium whisky market in South Africa, and we will do this with consistent brand messaging, through an integrated communications approach. From experience, we know that this is key to growing volume," adds McPherson.

"Our agency has always been built on creativity. We employ creative thinking at every level, solving brand problems with unique solutions that work and with an intent of them working well," says McPherson.

"This win is a real vote of confidence in our team, and we’re looking forward to creating magic for Chivas Regal, alongside the team at Pernod Ricard," concludes McPherson.

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