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The Glitch expands integrated creative portfolio with addition of Diageo India’s premium, luxury and reserve brands

This extension is built on the success of the existing collaboration which will go beyond digital to core brand building—ATL, POS, retail, key accounts and activations—to build brands across Diageo India’s digital platforms

The Glitch, the integrated creative agency under WPP, announced the addition of Diageo’s premium, luxury and reserve portfolios for Johnnie Walker, Black & White, Smirnoff, Vat 69 along with the reserve & malts of Diageo India, the alcohol beverage company.

The Glitch has grown its relationship with Diageo India from digital and creative partnership since November 2018, to now handling the 360 duties for the brand, expanding its integrated marketing portfolio.

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Extending the partnership with The Glitch, Julie Bramham, Chief Marketing Officer, Diageo India, said, “We are delighted to be working closely with The Glitch. We are really excited about building our brands with them in this complex connections’ environment.”

The Glitch has built its expertise in bridging the gap between brands, culture and consumers.

Pooja Jauhari, CEO at The Glitch, said, “As more and more clients trust us with full service creative mandates, we feel confident that our agility matched with our modern creative and cultural mindset is helping solve for real businesses problems. Growing our partnership with Diageo from digital to full service has been extremely exciting and we are committed to partnering with them in achieving their business, cultural and marketing goals.”

The firm’s strategic creative solutions and track record of delivering high-impact communication campaigns also played a key role in extension of the partnership.

Commenting on the collaboration, Abhishek Shahabadi, Vice-President and Portfolio Head for Luxury and Premium Brands of Diageo India, added, “We are thrilled to have The Glitch as our partners with a full creative mandate for our Premium, Core and Reserve portfolio that includes brands such as Johnnie Walker, Black & White, Smirnoff, Malts and Luxury whites. We are constantly looking at driving creative excellence with our media-first thinking that connects with consumers, which is The Glitch’s area of expertise. We are confident that this partnership will add momentum to the performance of our brands and build equity.”

This extension is built on the success of the existing collaboration which will now go beyond digital to core brand building: ATL, POS, retail, key accounts and activations to build brands across Diageo India’s digital platforms. These will be cohesively managed from The Glitch’s Mumbai office.

Prachi Maroo, Head of Business and Client Relations at The Glitch, added, "We are extremely excited to partner with Diageo on this journey. Our focus is going to be on unlocking new ways of engaging with the ever-changing consumers, evolving to new moments of consumption and socialisation and finding our play in culture. Our goal is to break the codes of content, collaboration and innovation with Diageo."

Partnering with Diageo will give Glitch the opportunity to reinvent the way the category is approached and shows up. In its 10th year, The Glitch continues to creatively collaborate with brands that are consistently exploring and revolutionising engagement across mediums.

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