Millennials to be targeted
Porter Novelli to lead Grant’s campaign
Cliodhna Lamont, Grant’s London-based global comms manager, said: “Porter Novelli has worked with our sister single malt brand Glenfiddich for four years with great results. It was the natural choice as we look to generate global PR impact for Grant’s.”
Porter Novelli’s UK head of strategic planning Jo Patterson said: “As whisky brands seek to attract the next generation of drinkers, the category is moving beyond product-led ‘heather and weather’ marketing, acknowledging instead the need for differentiation and deep consumer understanding.
“Grant’s is spearheading this approach with a quirky campaign that puts men and their friendships front and centre.”