Pernod Ricard USA Selects Tombras as Creative Agency of Record

Pernod Ricard USA has selected independent agency Tombras as its creative AOR for Chivas Regal in the US market, following a competitive review that included some of the industry’s top players.

Tombras was selected as the leading Scotch whisky brand’s US partner due to their strength in strategic creativity, digital content development, and in-store activation. 

"Tombras is an incredible partner," said Pam Forbus, CMO, Pernod Ricard USA. "They've demonstrated their ability to achieve creative effectiveness and drive results for our brands by bringing creativity to problem solving in both brand and shopper marketing. We are thrilled to be expanding our relationship and working with them on the future of Chivas in the US." 

Pernod Ricard USA has hired Tombras at a pivotal time in Chivas Regal’s history. Following the launch of the new global campaign, 'I Rise, We Rise', Chivas is seeing strong growth and demand globally. The brand is sold in over 150 markets and is one of the world’s biggest-selling Scotch whiskies.

Building on the momentum that Chivas is seeing globally, but acknowledging the differences of the US spirits market, Tombras will help the iconic brand accomplish its ambitious new goals and volume growth in the US. 

“It’s not every day that an agency gets the creative opportunity to work with a legendary global brand as it embarks on the exciting journey to spark newly lit passion among consumers," said Dooley Tombras, president, Tombras. "We’re excited to help Chivas Regal evolve its story in the US, especially since Tombras – with its own 76-year heritage in the states – is well-versed in the power of transformation for growth. We look forward to partnering with Chivas on its next chapter in the US.”

The selection of Tombras for Chivas will expand the PRUSA relationship with the agency from a brand standpoint as well as scope. Tombras is already working with its American Whiskey Collective (Jefferson's, Smooth Ambler, Rabbit Hole and TX Whiskey), and it will now be responsible for Shopper Marketing for both Chivas and the American Whiskey Collective. 

The relationship with Chivas Regal began in July 2022 and forthcoming work is expected in 2023.

The news follows the hiring of chief growth officer Maggie Jennings, chief purpose officer Lindsay Stein and chief technology officer Juan Tubert. The Chivas win is one in a string of 2022 new business wins for the agency, with more announcements forthcoming. 2021 marked one of the strongest new business years for the agency, which won 12 accounts including Subway (social and activation AOR) and Steak-umm (full-service AOR).