UK: Chivas appoints new agency for Regal brand

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Chivas Brothers, the Scotch whisky and gin business of Pernod Ricard, has today (13 May) announced the appointment of Euro RSCG to handle the global advertising for its Scotch whisky brand.

Euro RSCG, which replaces TBWA as its advertiser, is to bring a "fresh" approach to the Regal brand whilst "remaining true to the Scotch whisky's heritage and consistent premium positioning around the world."

Martin Riley, international marketing director for Chivas Regal, said: "We are looking forward to working with Euro RSCG in the next phase of communication and marketing support for Chivas Regal. We have already been impressed by their dynamic team and the international understanding they have brought to the brand, and look forward to a new creative approach over the coming months and years."

TBWA depart company with Chivas after 14 years as its advertiser. The company helped develop "The Chivas Life" campaign which ran in over 50 markets around the world and helping the brand achieve its highest ever sales of over four million nine litre cases.

Chivas Brothers will maintain its relationship with TBWA on its leading super premium Scotch whisky Royal Salute.

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