Pernod Ricard Moves to In-House Media Buying

Pernod Ricard is making some interesting changes to its digital strategy by shifting to in-house media buying...

Today, a quarter of Pernod Ricard’s digital media is bought by its own media buyers rather than its agencies. The company saved €60 million ($71.5 million) in the the first half of the year, half of it being reinvested back into its advertising. It’s a decision Pernod Ricard told investors last week it wouldn’t have made without the assurances of its own internal expertise.

“We [Pernod Ricard] had to readjust ourselves to make sure that we speak the same language as our partners and understand what’s going on [with our investments] so that we can then play that back within our marketing,” said Thibaut Portal, who heads up the global media hub. “Our objective is not to buy media at the cheapest cost — it doesn’t mean anything.”

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