Pernod Ricard and Dentsu establish strategic partnership in Latin America

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World leading wine and spirits group clusters its media account on Dentsu after a competitive bidding process. 

Throughout its existence, Pernod Ricard has characterized by transformation and its ability to adapt to new situations, so taking a step further in its media strategy, it decided to bet on Dentsu as its new agency for its markets in Latin America. 

In addition to strengthening media strategies with a vision of efficiency and engagement that connect Pernod's renowned and desired brands with its consumers, the process consolidates synergy between markets and teams, establishing a strong sense of the LATAM region.

“Through a comprehensive pitch process, Dentsu convinced all of the Pernod Ricard LATAM teams with a vision that truly resonates to me: medias should not only be assets vehicles. Together with creativity, medias are at the heart of our communication platforms, and are instrumental to bring us a strong competitive advantage. By leveraging on Dentsu strategical, commercial, and operational excellency, I am convinced we will raise even more the bar of our already strong media expertise”, expressed Richard Le Moult, Marketing Director LATAM in Pernod Ricard.

Dentsu has a group of agencies globally, offering truly integrated solutions. Carat will be in charge of the entire media investment, including Insights, strategy, paid and media analysis in Argentina, Chile, Colombia and Mexico, while Dentsu will manage Brazil.

"I feel very lucky to have a great team that leads all the capabilities and expertise in each of the countries in Latin America. It certainly demonstrated our organizational power and how we are the most well-prepared and integrated group to add value to all Pernod Ricard’s brands”, says Andy Berman, Chief Growth Officer LATAM de Dentsu.

Dentsu will work with well-known brands such as Absolut Vodka, Beefeater Gin, Ballantine’s, Chivas, Jameson, among others, starting July 1st throughout the region.

“We are very proud to have been chosen by Pernod Ricard. This partnership is the result of the essential collaboration of our operations and service areas and the commitment to bring the best of our teams around the world aligned with the particular need of each client”, states Juan Pedro Mc Cormack, CEO de Dentsu LATAM.