Pernod Ricard bolsters in-house expertise amid technology push

With at least a quarter of its marketing budget going on digital, Pernod Ricard is sharpening its own in-house expertise on everything from programmatic to virtual reality, artificial intelligence and mobile apps.
It might seem like scatter-gun approach but the drinks giant’s head of marketing in the UK, Adam Boita, assures it is anything but. Having realised that it can’t rely on awareness marketing, the French drinks giant is focused on sparking recommendation and discovery to driv