An Abintus Story by Colin Kavanagh

Case Studies

Aug 09, 2021 | Philippe Dominois

An Abintus Story by Colin Kavanagh
Colin Kavanagh is Chief Marketing Officer at Pernod Ricard.

Pernod Ricard is the second biggest producer of wines and spirits in the world, and owns 16 of the Top 100 Spirits brands such as Absolut Vodka, Chivas Regal, Jameson, Havana Club, Beefeater and Malibu.

Colin is responsible for all brands in the EMEA and LatAm regions. He is based in Paris at the Pernod Ricard HQ. Management of advertising media spend (which is a significant portion of his entire A&P budget) and return on advertising spend (ROAS) is one of the key tasks of Colin’s role.

Pernod Ricard is one of our founding clients since December 2018. Abintus was appointed by Colin's predecessor, and our first big project was to audit their advertising media performance in 7 markets worldwide.

Following the success of the project, Colin asked us to develop the Pernod Ricard Media Masterclass as a platform to educate his marketing teams across the region on media management best practices. This has led to the creation of the Abintus Academy.

Colin also asked us to create the Pernod Ricard Media Guidebook, as a written document including all the media management guidelines, as a complement to the Media Masterclass.

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