Attention will create both on- and off-trade campaigns, as well as handle the brand's trade communications. It is anticipated that sales promotions, in-store events and brand experiential work will take place later this year.
Malibu's direct account was previously handled by Publicis. Although Attention's campaigns will be the brand's first direct work since its acquisition by Pernod Ricard was finalised last September, it spent £1.8m on direct activity last year.
Malibu is Pernod Ricard's biggest-selling spirit brand in the UK, with sales of more than 3.6m units a year.
Launched by Diageo in 1980, the rum liqueur brand was bought by Allied Domecq in 2002. Last year it moved to Pernod Ricard following the French group's joint acquisition of Allied Domecq in a £7.4bn deal.
The acquisition, led by Pernod Ricard, working with US drinks group Fortune Brands, made the French company the world's second-biggest drinks group in terms of volume sales. It now trails only US drinks giant Diageo.
In October, Pernod Ricard began a shake-up of its agency roster, reviewing its £100m global media planning and buying business with a view to consolidating its accounts across 47 territories into one agency.
It has invited incumbent Media Planning Group, ZenithOptimedia and Vizeum to pitch. ZenithOptimedia handled media for Allied Domecq's UK brands until its acquisition last year.
Malibu plans to spend £3.5m on advertising this year, although it has no ad agency in place.
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