Edrington UK Appoints Wunderman Thompson as International Digital Partner

Edrington UK, the UK’s number one whisky supplier, has hired Wunderman Thompson as its digital partner to handle digital commerce, content and media strategy across its impressive brand portfolio, including The Macallan, The Famous Grouse and Courvoisier.

Following a competitive pitch, Wunderman Thompson will be responsible for Edrington UK’s digital strategy and content creation with the aim of increasing traffic to Edrington UK’s D2C sites and leveraging its digital channels to position Edrington UK as a prestige brand. The new digital commerce strategy will launch in July this year. Wunderman Thompson already works with The Macallan with an integrated remit across brand, CRM and digital experience.

Sarah Mayhead, digital commerce director at Edrington UK, says: "Wunderman Thompson’s approach was inspiring and they instantly started to answer our key strategic questions, which gave us huge confidence in their approach and made it clear that they’re the right digital partner for Edrington UK. It’s clear to see that they not only have expertise within the luxury sector, but also across many other capabilities that we need to focus on, including brand, commerce, content and CRM.”

Pip Hulbert, UK CEO at Wunderman Thompson, said: "We loved meeting the Edrington UK team during the pitch process, and we feel really privileged to be able to work on such a fantastic portfolio of brands, and have the opportunity to build on our integrated experience working with The Macallan. Our strategy will be grounded in whole brand thinking, a holistic approach that places consistency and creativity at every touchpoint.”