Independent, family-owned distiller William Grant & Sons Ltd has appointed Kitcatt Nohr Alexander Shaw to manage the global CRM account for its Glenfiddich Single Malt Scotch Whisky brand, the world’s leading single malt. The win follows a four-way pitch and work on the account starts immediately.
Kitcatt Nohr is responsible for the development of the global CRM and e-CRM programme for the Glenfiddich brand, including strategy, communications planning and building a centralised digital marketing toolkit and email templates for use in local markets. The CRM activity will roll out across Glenfiddich’s ten core markets worldwide.
The new relationship-building marketing communications will continue the Glenfiddich brand message of ‘Every Year Counts’ and target the ‘smart, modern and experienced’ man aged 35 years and over. Activity will include extensive web and online elements and fully integrate with other communications as part of the £23m investment in the brand revealed last year.
Michael Benson, Glenfiddich Global Brand Director said of the appointment; “We were impressed by the experience of the team at Kitcatt Nohr and their deep knowledge of CRM. They won the pitch due to the quality of their creative and strategic thinking, their talented team and an obvious passion for the Glenfiddich brand.”
Marc Nohr, Managing Partner at Kitcatt Nohr said of the win; “We’re excited to work with such an iconic spirits brand as Glenfiddich and are looking forward to helping them create a deeper emotional bond with their target audience. Our focus is to position Glenfiddich as the vanguard of the single malt Scotch whisky market and to continue its dominance of the category through consistent engagement with the consumer.”
For more information please contact;
Marc Nohr, Managing Partner, Kitcatt Nohr T:0207 012 3950 or visit www.kitcattnohr.com
Rory Steel, Global Brand Communications Manager, William Grant & Sons Ltd T: 0208 334 1237
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