Newsroom

Distell reviews agency model, appoints global creative agency

11 February 2019

After an extensive and rigorous selection process, Distell has appointed WPP’s Team Liquid, a global holding company, to manage the full spectrum of its marketing communications for the company’s global portfolio of brands.

WPP’s Team Liquid will work on seven of Distell’s most prestigious global brands, that include Savanna, Hunter’s, Edge, Viceroy, Amarula, Bain’s and Scottish Leader.

Phase I of the process saw six of the largest global holding companies invited to a first round of presentations which focussed largely on the model they would implement to manage the Distell business. From this, Distell would select two that would go through to a second round of pitches – a process that eventually confirmed WPP’s Team Liquid as Distell’s global agency partner.

Speaking after the announcement, Donovan Hegland, Distell Global Marketing Director said: “As a company with a wide portfolio of world-class, award-winning brands and ambitions to expand globally, we are extremely excited to be partnering with WPP on this new and exciting journey. The selection process was rigorous and the quality of presentations was of an incredibly high standard. Ultimately the team was unanimous in appointing WPP, who demonstrated a great deal of creativity, expertise and passion.”

Andre Beyers, Distell Marketing director Africa and lead for this project commented: “The dramatic changes in the global marketing communications landscape necessitated a complete re-look of our agency model as well as our internal response to this change.”

Mark Read, CEO of WPP, said: “We are delighted to have been appointed Distell’s lead creative partner in Africa and key international markets as they look to reshape their marketing strategy. Ideally placed to deliver on Distell’s global growth ambitions, WPP’s Team Liquid is an integrated, bespoke solution that brings together the very best talent from across our agencies, markets and disciplines.”

WPP Team Liquid will start work on 1 May 2019 after a formal handover process and on-boarding of the teams into the new model and ways of working.