The Lounge will lead the campaign and work with Havana Club's other agencies, including creative agency M&C Saatchi Paris for above the line, Aegis media agency Vizeum and Jigsaw for digital.
The campaign will involve above the line, social media and experiential work as well as trade and point-of-sale activity.
Patrick Venning, head of marketing at Pernod Ricard, said: "We are very excited to use The Lounge's audience insight through the line.
"We wanted an agency that would be able develop a big idea that would work on any channel and The Lounge has the proven ability to do just that."
Pernod Ricard has a number of creative agencies including M&C Saatchi on Jameson Irish Whiskey and Publicis on its Beefeater and Plymouth Gin brands.
In June Pernod Ricard called a pitch for its Chivas Regal brand's global digital advertising account. The account for the Scottish whisky was handled by the Aegis-owned agency de-construct, which was merged into Glue Isobar in January.
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