Omnicom Media’s Initiative has won the media mandate for Pernod Ricard India, becoming the company’s media agency partner across nine markets in India and the Asia-Pacific region. The appointment follows a competitive review. The markets are India, China, Hong Kong, Japan, Taiwan, Australia, New Zealand, Singapore and South Korea.
The mandate is for an initial two years, and Pernod Ricard can extend it by a further year at its discretion. Initiative will formally take charge on 1 January 2027.
The win comes at the expense of Wavemaker, which has handled Pernod Ricard’s media for more than two decades in India and Singapore. During that time it worked on campaigns, brand activations and consumer engagement platforms, including Royal Stag Boombox and the India record campaign for Xclamat!. Pernod Ricard acknowledged Wavemaker’s creativity and commitment, and its role in the company’s journey over the years.
Initiative’s remit goes well beyond buying space. It covers media planning and buying, consumer and market insights, reporting and performance measurement, competitive analysis, thought leadership, and strategic collaborations and partnerships. For Omnicom, it is a significant addition to its regional portfolio, giving the agency a single mandate that spans some of Asia-Pacific’s largest alcohol markets.
