Advertising Agency Ogilvy Takes on Role of Creative Lead for Absolut Brand
In a significant move for the spirits industry, Pernod Ricard's iconic vodka brand, Absolut, has announced Ogilvy as its new global creative agency of record. The official confirmation of this collaboration was made public in 2025.
Ogilvy's responsibilities will primarily focus on Absolut's lead market priorities, with a goal to grow and accelerate the brand's leadership position. The agency will handle global strategic and creative duties for the Absolut brand.
The decision for Absolut's global creative agency was made following a competitive pitch conducted by Observatory International. Two other agencies, Goodby Silverstein & Partners and Wieden+Kennedy, were finalists in the pitch process.
It is unclear if BBH, Absolut's previous creative advertising partner, participated in the review process. As of the article's publication, Goodby Silverstein & Partners and Wieden+Kennedy have not responded to requests for comment.
Meanwhile, the new creative agency for Absolut Vodka in Germany is Product Marketing Agentur. The source of this information is a person with knowledge of the account who has chosen to remain anonymous.
This change marks a new chapter for Absolut, as it seeks to strengthen its brand presence and continue its success in the competitive spirits market. The collaboration with Ogilvy is expected to bring fresh ideas and innovative strategies to Absolut's marketing efforts.
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