LONDON--Iconic whisky brand Chivas Regal has brought in Ketchum to support its international PR programme, following a competitive review.

The newly-created global mandate sees Ketchum take charge of global PR development and media relations, in a bid to boost the brand's premium positioning. Ketchum London will work alongside Chivas Regal's other marketing partner agencies. 

“Ketchum showed a clear understanding of the Chivas Regal brand, values and audiences,” said Jennie Norrish, head of PR at Chivas Brothers. “The ideas presented were original, creative and matched the brief of bringing the essence of the brand to life in a strategic way."

Last year, Chivas Regal appointed John Doe to handle a global brief aimed at promoting it's 'Here's to Friends' campaign. 

Owned by Pernod Ricard, Chivas Regal has expanded considerably in recent years, spurred by increasing demand from emerging markets.