Task: Canadian marketplace agency search and selection process for a new Media Agency of Record for Corby
Assignment Timescale: 17 weeks
Corby Spirit and Wine Limited is a leading Canadian marketer and distributor of spirits and wines, and is a division of Pernod Ricard Groupe.
Tasked with supporting global brands such as Absolut Vodka, The Glenlivet whisky and Beefeater gin, as well as growing their own Canadian brands, Corby sought to undertake a media review to ensure it had the most suitable agency partner for its portfolio moving forward.
Corby had specific ambitions to adopt automation, real-time reporting and media optimisation processes more fully, as part of a consumer-centric strategic approach.
Corby needed an agency with complex portfolio management expertise and the capability to understand Canadian territorial alcohol regulations.
A fast-track search was undertaken, followed by a robust and intensive selection phase from briefing to final decision. This included a review of agency rates and fee proposals, and contractual assistance.
The project was managed by The Observatory International and our North American partners The Burnett Collective.
The selection meetings process and formats were undertaken via a virtual approach in recognition of Covid-19 restrictions
At the conclusion of the pitch process the account was awarded to Wavemaker Canada, strengthening the media operations in North America as the US business is held by Wavemaker USA.
Maritza Noriega, Senior Brand Manager for Corby commenting on The Observatory International’s role in the process said:
“Working with TOI has been one of the best experiences I have had with [a consultancy]. They are so professional, knowledgeable, and willing to go the extra mile. You made our media RFT process so seamless, transparent, and organized. I wouldn’t doubt working with you again.”