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Havas Red lands The Macallan account in bicentenary year

Globally renowned single malt Scotch whisky brand The Macallan has appointed Havas Red UK as its global strategic earned media partner in its bicentenary year.

Partnering with The Macallan’s global communications team following a competitive pitch process, Havas Red will be responsible for setting the strategic direction of global and local PR plans including brand reputation and central asset development. Havas Red’s first project will be to develop and deliver a global earned media strategy.

Havas Red is an award-winning PR and content agency with offices around the world, and has an extensive global strategic and creative offering, with a strong focus on earned media.

The Macallan is renowned worldwide for its extraordinary single-malt whiskies. Two centuries have passed since Alexander Reid, founder of The Macallan, distilled the first batch of whisky in his curiously small stills in Speyside, Scotland, in 1824, beginning the extraordinary legacy of the single malt Scotch whisky.

The Macallan claims that an obsession with quality and craftsmanship is the hallmark, with the outstanding quality and distinctive character of each whisky influenced by oak casks seasoned with sherry wine – a commitment to natural colour “underpinned by mastery.” The past two centuries have been a prologue for everything that is still to come, says the brand, as The Macallan considers itself 200 Years Young.

Havas Red head of strategy, Claire Davies said: “The Macallan is a dream brand to work with and we’re delighted they have chosen us to be their global earned media partner. We’re looking forward to delivering a communications strategy designed to shine a light on this ambitious luxury brand as it celebrates its 200th anniversary and looks ahead to the future.”

Louise Mulholland, senior global communications and partnerships manager at The Macallan, added: “We could see Havas Red’s true passion for The Macallan and were impressed by their global thinking and honed strategic approach to earned media. With 2024 being a landmark year in our ongoing brand story, the team have already hit the ground running. It has been great start to the partnership and The Macallan is at the beginning of an exciting new phase in its brand development. We look forward to creating an earned media strategy which will enable us to create big brand stature across the globe.”

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