September 2008
The SPI Group, owners of the Stolichnaya Vodka Trademark, announced that it has awarded its global integrated marketing and branding account to Ogilvy New York.
Andrey Skurikhin, a co-owner of SPI-Group said: "SPI Group is at a very important stage now – we are restructuring our distribution system and marketing in a significant way with the very clear objective to grow our sales internationally and in the U.S. in particular over the next five years. This goal requires strengthening all elements of our business – increasing our presence locally, developing the effectiveness of our trade relations, refreshing the brand's DNA and improving both the qualitative and quantitative elements of our advertising and communications. Undoubtedly, we require the highest level of agency involved in such changes. During the pitch, Ogilvy delivered everything that Stoli needs today – creativity, speed, flexibility, competitiveness and devotion. I am sure that Ogilvy's approach will be the right one to support our plans."
"We are really excited with the creative ideas Ogilvy presented during the pitch," said Martin van't Zelfde, Chief Marketing Officer of the SPI Group. "We were impressed with the range of ideas across multiple media platforms that will connect with our target audience to support our ambitious objectives for the brand."
Stolichnaya, one of the best known Russian vodka brands in the world, is seeking to build on its heritage and expand its target audience to include adult trendsetters. Carla Hendra, Co-CEO Ogilvy North America and Chairman Ogilvy New York said, "The chance to transform the Stolichnaya brand is irresistible. Ogilvy's creativity and deep consumer insights were what led to a creative idea that we believe will allow 'Stoli' to reach new heights as the vodka market continues to expand."
For Stolichnaya, Ogilvy is planning a far-reaching marketing effort that taps into a wide range of new and traditional media outlets. The agency will create a new positioning, brand architecture and creative campaign for worldwide distribution.
"Stolichnaya is one of the great icon brands in the world," noted Ogilvy New York's Chris Wall, Vice Chairman, Creative. "Our team came up with a powerful creative concept that enables us to elevate the brand's profile, reach its target audience and break through in the marketplace with terrific work. We are very excited to be working on this brand."
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