Chivas Regal appoints Nurun China

According to sources, the move is believed to be “part of a consolidation process” for Pernod Ricard in China.

Euro RSCG Shanghai will continue to hold the global above-the-line business for Chivas and is also the below-the-line activation agency-of-record for Chivas Regal. The account includes all brand, trade and consumer activation programmes.

Euro RSCG Hong Kong launched an integrated branding campaign as part of a global initiative on ‘Live with chivalry’ in December last year. The campaign aimed to encourage people to ‘live better’ by valuing honour, loyalty and gallantry.

The win adds to Nurun China’s alcohol portfolio. The agency recently won Absolut digital account for mainland China, along with the digital business for Martell and Jacob’s Creek wine brands. Nurun is tasked with a year-long engagement strategy planning.

In China, 90 per cent of Pernod Ricard’s portfolio is positioned in the premium category, according to the company’s 2007/08 annual report. The company posted 29 per cent organic growth in China. China and India accounted for two-thirds of growth in Asia and emerging markets.

Nurun China and Euro RSCG declined to comment on the appointment.