Carat scoops Pernod Ricard's HK media business

Carat Hong Kong will be responsible for local planning and buying across all brands under Pernod Ricard, including Chivas Regal, Martell, Royal Salute, Ballantines, Jacob’s Creek and Perrier-Jouët.

The team, headed by MD Pauline Chu, has already started working on the client’s 2012 media planning strategy.

Reported in December, Pernod Ricard Asia confirmed the appointment of Carat Hong Kong to its regional media planning and buying duties, following a competitive pitch against OMD held in October 2010.

The appointment at the time covered all Pernod Ricard's integrated planning and buying for both off-and online media, but excluded the Hong Kong market.

Speaking of the company's affiliation with Carat, Alex Zhu, sales and marketing director at Pernod Ricard Hong Kong, said, "We believe that we will benefit from its global intelligence and experience in running media for the wine and spirit industry, especially riding on its strong presence in Asia."

Chu pointed out their communications target Mainland tourists and Hong Kong consumers while enhancing their premium and iconic cosmopolitan brand image.

Carat has extensive experience working in the luxury sector, having previously worked on Gucci and Tiffany & Co which it won last year.