The Famous Grouse and Maxxium UK have both signed up Woo Communications as their global marketing communications agency.

London-based Woo, part of the Engine Group, said today (25 July) that it will now handle below-the-line activity for The Edrington Group's flagship Scotch whisky brand in both the UK and overseas markets.

Famous Grouse director Gerry O'Donnell said: "Woo's team clearly demonstrated expertise in handling major leading brands at home and abroad and were very forward thinking in their ideas to help us maintain The Famous Grouse's global position as Scotland's favourite whisky."

Maxxium UK's marketing manager for Scotch whiskies, Emma Heath, said: "Woo's proposal stood out as the one that would provide us with the strongest platform to address our key strategic challenges in the UK."

Woo Communications managing director Mark Reardon added: "There is no doubt that spirit brands, and Scotch whisky in particular, face interesting challenges going forward. We are really excited about working with Maxxium UK and The Famous Grouse and are honoured to have been asked by such a globally renowned iconic brand to help them develop their future plans"

Other clients of Woo include Inbev and GlaxoSmithKline.

Woo will start working with The Famous Grouse and Maxxium UK on a number of projects with immediate effect.