Pernod Ricard gives Chivas 12 to Lowe in Vietnam

The creative agency beat three others including Grey and JWT to secure the win-and will now begin work on marketing the 12 Year Old Scotch whisky.

Vietnam is seen as a key emerging market for the whisky brand with first-quarter sales for Pernod Ricard growing by 21 per cent and double-digit growth in its duty free sales.

Speaking of the decision to appoint Lowe, Pham Dinh Trung, marketing manager at Au A, the representative operation of Pernod Ricard in Vietnam, said: "As our industry is media-dark, a one-stop integrated agency helps ensure that the quality of the idea does not get watered down with executions at multiple levels."

Separately, rival spirits company Diageo is also thought to be in the final stages of a pitch for a creative agency in Vietnam.

According to sources, at least three agencies - Bates 141, Ogilvy and local shop, Edge Marketing - have been shortlisted for the business. The pitch, which has been ongoing for the past few months, is believed to be for below-the-line work and customer relationship management activities.