Tullamore D.E.W. appoints Defiant as global creative agency

Defiant has been appointed as global creative agency for Irish whiskey brand Tullamore D.E.W. following a competitive pitch concluded at the end of last year. The brief positions the independent agency to lead brand communications across multiple international markets.

The remit covers the development of a global creative campaign spanning film, out-of-home, social media and public relations. The work is scheduled to roll out across North America, Ireland and several European markets.

Defiant to lead global brand platform

Áine McGrath, Global Head of Brand, Tullamore D.E.W.: "Defiant stood out for their clear understanding of the commercial and strategic opportunities ahead for Tullamore D.E.W. Their disciplined, insight driven approach to building challenger brands, combined with deep category expertise, makes them the right partner to support our long term ambitions. We’re confident they will help us strengthen the brand’s global relevance and accelerate sustainable growth."

Clara Kelleher, Global Head of Communications – Heritage Brands, William Grant & Sons: "What excited us most about Defiant was their energy and creative bravery. From the outset, they pushed us to think differently and embrace the unexpected. Their bold, challenger brand mindset aligns perfectly with the spirit of Tullamore D.E.W., and we’re looking forward to unleashing a new level of craic filled, culturally resonant creativity together."

Independent agencies competing at global level

Will Poskett, founder, Defiant: "We loved every moment of the pitch process working alongside the brilliant team at Tullamore D.E.W. It’s an iconic brand with bold ambitions and a genuine desire to disrupt the legacy whiskey category. We can’t wait to get started this year and bring something to life that truly shakes things up. It also a real reflection on the changing shape of our industry, where small independents like ours can compete and beat far bigger agencies to work with some of the best brands around."

www.williamgrant.com

www.hellodefiant.com

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