Task: Global agency search & selection process for a new creative Agency of Record for the brand
Assignment Timescale: 4 months
Absolut vodka is one of the most iconic sprits brand in the world and, as such, was seeking an agency partner with the calibre to build on its global creative heritage to deliver growth across all its key markets. The Observatory International was appointed to deliver a rigorous but agile review process against challenging timelines and during Covid-19 restrictions.
With the client team based in Sweden, but with a worldwide remit, the focus was on potential partners’ creative and strategic calibre and less on location. We cast our net wide, reviewing agency candidates in multiple geos and with a variety of global delivery models. The selection meetings process and formats were also adapted to facilitate a virtual approach in recognition of Covid-19 restrictions.
Following chemistry meetings, four global agency networks were taken through a pitch process and the account was subsequently awarded to a multi-market Ogilvy team.
“Absolut has an incredible legacy of creating extraordinary and unexpected communications, of being a cultural provocateur,” said Tad Greenough, global chief creative officer at Absolut. “As the brand continues to see tremendous momentum globally, we wanted a network partner that can deliver the strategic and creative excellence that Ogilvy has demonstrated time and time again.”