Jameson, the world’s favourite and fastest growing Irish whiskey, has appointed brand experience agency, Jack Morton, as its global experiential agency of record.
The appointment was made following a competitive pitch process and is effective immediately. This is a new working partnership for the Pernod Ricard-owned brand, which has not previously had a global experiential AOR.
The award-winning agency has created a unified global experiential platform, named ‘Three Things’, which local markets will activate. The platform will inform all of Jameson’s experiential work and is designed to support the brand’s continued growth across markets and cement its position as an iconic global spirits brand.
The ‘Three Things’ platform is inspired by Jameson’s signature triple distillation process and designed to engage Jameson fans through their passion points. It will feature partnerships with well-known talent across the world – musicians, artists, actors and more – as they reveal the ‘Three Things’ that make them tick. These Three Things will become the inspiration for a series of short films and experiential activations that allow fans to get closer to the talent and closer to the brand.
The first Three Things activation took place in Kenya in December, featuring Dreamville Records star Bas in Nairobi. More year one activations are planned in Ireland and South Africa in 2019. The platform will be rolled our globally over the next three years.
Stuart Moffett, Experiential Marketing Manager, Jameson said: “With experiential being intrinsic to the success of Jameson’s marketing program, we were looking for an agency that could create an innovative, fun and category-leading global experiential platform. But we were also looking for an agency that we could bring into the Jameson Irish Whiskey family – one that appreciates the heritage, love and dedication that goes behind every bottle of Jameson. We’re delighted to have found just that in Jack Morton.”
Julian Pullan, Vice Chairman, President International, Jack Morton Worldwide said: “Partnering with Jameson presents us with a hugely exciting opportunity to create truly connected experiences which will elevate the brand, forging a genuine relationship with the people that matter most to it and driving business growth. We couldn’t be more excited at Jack to begin the journey together.”