Diageo is seeking a new direct marketing agency to lead its global single-malt whiskies account – currently handled by Havas EHS – including the Friends of the Classic Malts CRM programme.
The pitch brings to an end Havas EHS’ involvement with the CRM scheme, which it devised and launched in 2005, but the agency will continue to work on other Diageo brands such as Jose Cuervo Tequila and Baileys.
The Friends of the Classic Malts club offers a range of benefits, including free entry to 12 classic malt distilleries, limited edition whiskies, invitations to malt whisky events and customer magazine Quaich.
Some 14 brands are included in the programme, including Glenkinchie, The Singleton of Glendullan, Talisker, Lagavulin and Oban.
A spokeswoman from Diageo said: “Diageo can confirm that it is currently holding a pitch for its single-malt whisky account. The pitch is a closed process and the appointed agency will be the lead strategic digital partner globally and responsible for executing this strategy in Western Europe.”
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Diageo seeks agency to spearhead its global CRM programme for single malts http://t.co/8uVmT5AaTw #directmarketing #data #digitalmarketing