Pernod Ricard’s leading single malt Scotch whisky brand, The Glenlivet, has appointed Zone as its retained digital agency. The brief was awarded following a competitive pitch process.
Zone will be tasked with developing an overarching digital and content management strategy with CRM at its heart for the Speyside single malt whisky brand, The Glenlivet. The brief will also see the agency redeveloping the brand’s website into a more responsive and user-centred hub for better recruitment and retention of its brand advocates.
Zone will primarily be focused on driving The Glenlivet’s CRM programme, The Guardians of Glenlivet. The agency will be developing the programme for The Glenlivet’s target audience – delivering whisky information, lifestyle content, digital activations, brand partnerships and exclusive experiences.
The new digital strategy follows The Glenlivet’s recent brand development work, with new brand communication ‘it all comes back to the original’ underlining its status as the ‘single malt that started it all’.
Nikki Burgess, The Glenlivet Global Brand Director, remarked: “The single malt whisky category is currently the fastest growing spirits category in the world. The Glenlivet must continue to build on its success and digital plays a fundamental role in that. Zone’s forward thinking, creative and strategic expertise means the agency is the perfect partner.”
Jonathan Simmons, Chief Experience Officer at Zone said: “Creating brand differentiation in the single malt category is a challenge. Recommendation from trusted friends is key, which is why strengthening The Glenlivet’s CRM programme and building even more advocates online is crucial to maximising its brand potential. We’re delighted to be partnering with such an innovative brand to help it achieve its ambitions.”