Pernod Ricard concludes regional media pitch

Pernod Ricard has appointed Initiative, a media agency under Omnicom Media, to handle its media planning and buying duties across Pan-Asia, as confirmed to MARKETING-INTERACTIVE. According to COMvergence, the account is estimated to be worth over US$150 million.

This comes after a Pan-Asia media agency pitch was conducted during 2026 with the help of mediasense. The decision was based on a comprehensive assessment across strategy, capabilities and commercials, following a precise evaluation methodology.

Effective 1 January 2027, Initiative will assume responsibility for Pernod Ricard's media mandate across the region, encompassing media planning and buying, consumer and market insights, reporting and performance measurement, competitive analysis, thought leadership, and strategic collaborations and partnerships. The engagement will combine regional capabilities with local market expertise to drive media effectiveness.

The mandate spans nine markets including India, China, Hong Kong, Japan, Taiwan, Australia, New Zealand, Singapore, and South Korea. The mandate has been awarded for an initial period of two years, with an option to extend by an additional year, on the discretion of Pernod Ricard. 

The new appointment reflects Pernod Ricard's ambition to unlock the next phase of brand-building in a rapidly evolving consumer landscape. As premiumisation accelerates and consumer preferences become increasingly nuanced, brands have an opportunity to move beyond traditional engagement models to build deeper cultural connections.

The new partnership with Initiative will focus on combining consumer intelligence, cultural insights and media innovation to strengthen brand platforms, amplify their relevance and create impact across diverse markets.

The move concludes Pernod Ricard’s media relationship with Wavemaker for Singapore and India, which had been in place for over two decades. Meanwhile, this also ended the brand's long-standing partnership with Carat, a dentsu company, for China since 2024. 

Pernod Ricard’s extensive global portfolio includes flagship spirits and champagne brands such as Absolut Vodka, Martell, Royal Salute, Ballantine’s, Chivas Regal, and Jameson.

Rochelle Chhaya, Initiative APAC brand president, said, "We are incredibly proud and excited to partner with Pernod Ricard across APAC. With an iconic portfolio and a strong legacy of brand-building, Pernod Ricard offers a unique opportunity to push the boundaries of what media can deliver. Our ambition is to combine deep consumer intelligence, bold strategic thinking and the power of data and technology to unlock new possibilities for its brands. We look forward to building a partnership that goes beyond conventional media solutions to create meaningful cultural connections, deliver exceptional brand experiences and set new benchmarks for media effectiveness." 

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