Absolut Vodka has appointed John Doe to run the consumer PR for the brand, owned by Pernod Ricard.
Weber Shandwick will still handle all the trade PR for Absolut.
John Doe will generate and support collaborations within the art, music and fashion world for new product innovations, working alongside the press office.
Rana Reeves, founder of John Doe, said: "Absolut has an impeccable creative track record; we cannot wait to get our hands on this brand and add to its long heritage of standout WOW campaigns – they are one of the original brand innovators when it comes to interactions in culture."
The consumer public relations role for Absolut at Pernod Ricard was held by PagetBaker for seven years.