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The Pernod Ricard-owned single malt whisky brand The Glenlivet has appointed MRY UK, part of the DigitasLBi family, as its global social CRM agency of record.

The appointment follows a three-way competitive pitch.

MRY UK will now partner with The Glenlivet to develop and execute a socially-led digital strategy which aims to make The Glenlivet the most talked-about and engaging brand in the single malt category. Activity will include the relaunch of the brand’s 'The Guardian’s of the Glenlivet' CRM programme.

Because of its relationship with global marketing and technology agency DigitasLBi, MRY UK also has access to the world’s smartest data scientists, technology gurus, creative craftsmen, user experience specialists and mobile experts.

MRY was recently named Agency of the Year: Best Social by Mediapost and as one of three digital agencies redefining advertising by Mashable.

Nadya Powell, Managing Director, MRY UK said:“This is a fantastic win for MRY. Having only opened our UK office in 2013, we’re delighted that we’re already getting to work with a world-renowned brand like The Glenlivet. Our ambition is to work together to make The Glenlivet a source of engaging content for discerning men.”

Bridget O’Lone, Senior Brand Manager at Pernod Ricard, said: “We’re very pleased to have MRY on board and I’m confident that with their enthusiasm, passion and thorough understanding of the digital space that they will help us deliver outstanding brand activations and a best-in-class CRM programme.”

Published on: 11:43AM on 15th May 2014