Pernod Ricard: ‘You cannot rely on third parties to know your consumers’

Pernod Ricard has moved to take media buying, programmatic and data collection in-house, as it believes having direct consumer relationships is “the way forward”.
The company’s CEO Alexandre Ricard said during its half-year results meeting this morning (14 February) that it has been making lots of changes to the way it works with agencies.
The spirits company, which sells brands such as Absolut Vodka, Ballantine’s and Chivas Regal, is taking its media buying in-house, pa