Pernod Ricard Selects Publicis Santé as Lead Media Agency Across North America
MWN-AI** Summary
Pernod Ricard has announced a pivotal restructuring of its North American media strategy by appointing Publicis Santé as its lead media agency for both Pernod Ricard USA and Corby Spirit and Wine Limited. This partnership follows a successful collaboration in the U.S. that began in 2022 and underscores Pernod Ricard's commitment to enhancing media as a crucial component of its growth strategy. By consolidating its U.S. and Canadian media business under a single agency, Pernod Ricard aims to leverage advanced targeting, personalization, and data-driven insights to drive marketing effectiveness and return on investment.
Over recent years, Pernod Ricard has focused on transforming its media operations, developing internal capabilities that support precision planning and full-funnel engagement. This evolution has resulted in tangible improvements in media effectiveness and ROI, positioning the company to adapt to the rapidly changing media landscape characterized by the growth of retail media and the convergence of brand and performance marketing.
Publicis Santé was selected for its proven capability in driving media effectiveness through innovative targeting strategies and predictive analytics. The agency's ability to seamlessly connect various marketing channels ensures that Pernod Ricard's brands engage consumers authentically. Jenny Harmanson, Head of Consumer Connections & Experiences at Pernod Ricard USA, emphasized that Publicis Santé's combination of data-driven strategies with cultural relevance is pivotal in enhancing brand connection with consumers.
Pernod Ricard, headquartered in New York, is a global leader in the premium spirits and wine industry, with a diverse portfolio that includes renowned brands like Absolut Vodka, Jameson Irish Whiskey, and Chivas Regal. The partnership with Publicis Santé is anticipated to drive future growth and innovation for the company across the North American market.
MWN-AI** Analysis
Pernod Ricard’s strategic decision to select Publicis Santé as their lead media agency across North America is a significant move that signals a proactive approach in optimizing their marketing efforts in a competitive spirits industry. With an increasing focus on precision and data-driven strategies, this choice reflects an understanding of the evolving media landscape, characterized by the need for advanced targeting, personalization, and robust engagement.
For investors, this partnership enhances the potential for improved return on media investment (ROMI), a critical metric for gauging the effectiveness of marketing spends in the spirits sector. Pernod Ricard’s commitment to consolidating its media strategy under one agency suggests a streamlined approach that can lead to more cohesive brand messaging and market performance. It is essential for stakeholders to monitor the tangible results of this collaboration, particularly as they leverage Publicis Santé's capabilities in predictive analytics and cultural resonance to foster deeper consumer connections.
Moreover, this consolidation with Publicis Santé allows Pernod Ricard to efficiently adapt to the rapid shifts in consumer behavior and preferences. As the agency is equipped to integrate paid, owned, and earned media, it will be crucial in ensuring that Pernod Ricard’s diverse portfolio—from premium spirits to wines—remains engaging and relevant to its target demographics.
Investors should keep an eye on how this strategic alliance will translate into market performance over the near term. Effective media execution is pivotal in driving sales, especially as the market is increasingly driven by digital engagements. Overall, Pernod Ricard's proactive measures to enhance their media strategy signify a forward-thinking approach, potentially leading to greater market share and profitability—an encouraging sign for investors looking to capitalize on growth in the premium spirits sector.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
PR Newswire
NEW YORK, Dec. 18, 2025 /PRNewswire/ -- Pernod Ricard, a global leader in premium spirits and wine, today announced a strengthened North American media strategy by consolidating its U.S. and Canadian media business under a single agency partner. Publicis Santé, a bespoke unit within Publicis Media, has been appointed the lead media agency for both Pernod Ricard USA and Corby Spirit and Wine Limited, building on a successful U.S. partnership established in 2022. This move reflects Pernod Ricard's ambition to elevate media as a strategic growth driver through advanced targeting, personalization, and data-driven insights.
Over the past few years, Pernod Ricard has transformed media into a true growth lever, building internal capabilities that deliver precision planning, full-funnel engagement, and measurable ROI. These efforts have driven tangible improvements in return on media investment and in media effectiveness. As the media landscape continues to evolve — marked by platform proliferation, retail media growth, and convergence of brand and performance — Pernod Ricard is committed to staying ahead by deepening connectivity across channels and content.
Publicis Santé was chosen for its proven ability to drive media effectiveness and ROI through advanced targeting, personalization, and predictive analytics. The agency demonstrated a deep understanding of Pernod Ricard's business with expertise in connecting paid, owned, and earned channels, ensuring seamless consumer engagement. Its agile, proactive approach and ability to scale innovation across markets make Publicis Santé a strong partner for future growth, while its culturally informed strategies ensure our brands resonate meaningfully with consumers.
"Publicis Santé has proven to be a great partner in helping us unlock the full potential of media as a growth engine," said Jenny Harmanson, Head of Consumer Connections & Experiences, Pernod Ricard USA. "Their ability to combine data-driven precision with cultural relevance ensures our brands connect with consumers in ways that matter most."
ID Comms served as the consultant to the Pernod Ricard North American Media Review.
ABOUT PERNOD RICARD USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world's second largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Co?digo Tequila, Monkey 47 Gin, Seagram's Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson's Bourbon, TX Whiskey, Skrewball Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod and Ricard; such superior wines as Kenwood Vineyards and Sainte Marguerite en Provence rosé.; and such exquisite champagnes and sparkling wines Perrier-Jouët Champagne, G.H. Mumm Champagne, Mumm Napa.
Pernod Ricard USA is headquartered in New York, New York, and is responsible for more than 1,000 jobs across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees, and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information, visit: www.pernod-ricard-usa.com
ABOUT CORBY
Corby Spirit and Wine Limited ("Corby") is a leading Canadian manufacturer, marketer and distributor of spirits, wines and ready-to-drink beverages. Corby's portfolio of owned-brands includes some of the most renowned brands in Canada, including J.P. Wiser's®, Lot 40®, and Pike Creek® Canadian whiskies, Polar Ice® vodka, Lamb's® rum, and McGuinness® liqueurs, Cottage Springs® and Nude® ready-to-drink beverages, as well as Ungava® gin, Cabot Trail® maple-based liqueurs, and Foreign Affair® wines. Pernod Ricard S.A. indirectly owns in excess of 50% of Corby's issued and outstanding voting common shares and is considered to be Corby's ultimate parent. Through its affiliation with Pernod Ricard S.A., a global leader in the spirits and wine industry, Corby also represents leading international brands such as Absolut® vodka, Chivas Regal®, The Glenlivet® and Ballantine's® Scotch whiskies, Jameson® Irish whiskey, Beefeater® gin, Malibu® rum, Kahlúa® liqueur, and Mumm® champagne. Corby also represents Vinarchy's Jacob's Creek®, Wyndham Estate®, Stoneleigh®, and Campo Viejo® wines. Corby is a publicly traded company based in Toronto, Ontario, and is listed on the Toronto Stock Exchange under the trading symbols CSW.A and CSW.B. For further information, please visit our website or follow us on LinkedIn.
MEDIA CONTACT
Graeme Gardiner
Graeme.gardiner@pernod-ricard.com
SOURCE Pernod Ricard USA
FAQ**
How will the partnership between Pernod Ricard and Publicis Santé specifically enhance the media effectiveness of "Corby Spirit And Wine Limited Unlimited Non Voting Class B Common Shrs CSW.B:CC" in the competitive North American spirits market?
What metrics will Pernod Ricard utilize to measure the success of Publicis Santé’s media strategies for brands like "Corby Spirit And Wine Limited Unlimited Non Voting Class B Common Shrs CSW.B:CC" over the coming quarters?
Given Publicis Santé's expertise in predictive analytics, how will this influence marketing strategies for "Corby Spirit And Wine Limited Unlimited Non Voting Class B Common Shrs CSW.B:CC" and its associated brands within the Pernod Ricard portfolio?
What specific challenges do Pernod Ricard and Publicis Santé anticipate in integrating their media strategies for "Corby Spirit And Wine Limited Unlimited Non Voting Class B Common Shrs CSW.B:CC," and how do they plan to address them?
**MWN-AI FAQ is based on asking OpenAI questions about Pernod Ricard S.A. (France) ADR (Sponsored) (OTC: PRNDY).
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