The Famous Grouse has appointed bd-ntwk/Scotland to spearhead the brand’s global BTL account.
bd-ntwk/Scotland has worked on the brand with Maxxium UK, distributor of The Famous Grouse, since summer last year, focusing on on-trade activation in the UK.
However, the agency’s expanded role with Edrington Group, producers of The Famous Grouse, will see it taking responsibility for global projects.
The appointment has been made following a consultative period over the past few months whereby the bd-ntwk team has been working with the brand team on its global brand positioning.
Now, the agency will be responsible for a number of projects including the brand’s evolving identity, on and off-trade projects and online digital support for the brand’s international marketing teams.
Claire Kinloch (nee Hardy), managing director at bd-ntwk, commented: “We are extremely excited to be working on The Famous Grouse brand with both the Edrington Group and Maxxium, and we are proud to be flying the flag for Scotland’s favourite whisky around the globe.”
David White, Grouse’s global brand controller, added: “We are delighted that an agency such as bd with a Scottish heritage as strong as our own, are joining us in communicating the renowned strengths of The Famous Grouse to a worldwide audience.
“They [bd-ntwk Scotland] have demonstrated a clear understanding of both our brand, and its major market, the UK. Now it is time to make the brand truly famous on the international stage.”
Emma Heath, Maxxium UK's senior marketing manager for The Famous Grouse said: "We’re delighted that Edrington have chosen bd-ntwk - it makes total sense for The Famous Grouse brand to consolidate its work into one agency.”