Pernod Ricard is still willing to pay ‘big money’ for creative, disruptive ideas

Pernod Ricard is still willing to pay “big money” for creative content despite cutting the number of agencies it uses and in-housing more media buying and content production.
The company has been bringing data-collection and content in-house since February last year and is pleased with the results, saying the move led to increased productivity and cost-savings. Doing media buying internally has also led to improved efficiency, but CEO Alexandre Ricard says that does not mean it will