The drinks firm, which is seeking to acquire rival Allied Domecq, has briefed the direct agency to capitalise on a sales increase among 18- to 24-year-olds.
The agency, which won the business in a three-way pitch, has begun work on a high-profile promotion. The activity, which breaks in the autumn, highlights Pernod's brand values and heritage.
In the past Pernod Ricard has used its roster agencies, which include Haygarth and Beechwood, to oversee its activity, but no single direct agency has handled its flagship brand for more than two years.
In March Pernod Ricard put £500,000 into marketing Australian brand Wyndham Wines in the UK to build on its share of the flourishing New World category.
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