BBH London has been appointed as Absolut's lead global creative agency following a competitive pitch.
The creative shop will pick up the business from Sid Lee which is understood not to have repitched for the account.
BBH has now been tasked with developing the next phase of the Pernod Ricard-owned brand's #AbsolutNights campaign across all markets. The initiative, which launched in 2014 seeks to "reimagine and reinvent" the nightlife scene by challenging the status quo according to the brand.
Adam Arnold, managing director of BBH London said the agency was "deeply proud" to be partnering with the vodka brand. "Our ambition is to live up to its rich advertising heritage and at the same time make the brand meaningful to a whole new generation of drinkers. Creative opportunities do not come bigger or better than Absolut," he finished.
Meanwhile, Craig Johnson, Absolut's marketing vice-president said: "We are thrilled to have the creative and strategic talents of BBH join the Absolut family as we bring to life the next evolution of the #AbsolutNights campaign. We are confident that the approach BBH demonstrated through the pitch process will extend our legacy of bold marketing that made Absolut one of the world’s most known and loved brands."
The appointment from Absolut follows its announcement earlier this summer that it wanted to work with creative technologists to give people the chance to sample its products.
The need for innovation stemmed from the fact that people are less likely to stray from their tried-and-tested alcohol brands. According to a recent Maxus study, 65,000 adults from the UK, Australia, China, Germany, India and US just 39 per cent said they enjoyed experimenting with different alcohol brands and mixes, with this number rising to 51 per cent among the under 35 market.