Following a recent review, Special London has been appointed as the new global creative agency for Monkey Shoulder, the premium 100% malt whisky brand owned by William Grant & Sons.
Special was awarded the business from Fallon after a competitive pitch process managed by Creativebrief. The agency’s remit will include global strategy and creative development for the brand, focusing on driving Monkey Shoulder’s next era of growth in established and emerging whisky markets worldwide.
Monkey Shoulder has experienced a period of ‘rapid growth,’ which Ifan Jenkins, Global Marketing Director, Monkey Shoulder at William Grant & Sons says is ‘the perfect time to take the brand to the next level and connect with consumers via bold creative and brand storytelling.’
On the recent appointment, Jenkins said, ‘Special impressed us at all stages throughout the pitch process. They’re a great cultural fit for both the brand and business, they have a strong global network and have their finger on the pulse when it comes to culture. We’re excited to kick off this partnership in 2024.’
Jennifer Black, CEO & Partner at Special London, commented: ‘Monkey Shoulder is one of those brilliant brands that combines a beautiful, quality product with fantastic brand potential. Whisky is in ascendency as a category with hundreds of new brand entrants, so to help Monkey Shoulder rocket its growth and shape the brand globally with such a wonderful bunch of client partners is a real privilege.’
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