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Edrington hires Strategic Objectives

Alcohol company Edrington has retained Strategic Objectives of Toronto as its communications agency of record in Canada. Strategic Objective won the account in a request for proposals process that began in 2023. This represents a consolidation of all Edrington public relations activities with a single agency. The assignment includes national support for brands including whisky and rum brands including The Macallan, Highland Park, The Glenrothes, Naked Malt, Brugal and The Famous Grouse. These brands are distributed in Canada by Beam Suntory.

“Our objective is to continue propelling our nuanced brand portfolio in the Canadian market, and Strategic Objectives is the ideal PR agency to help us build far-reaching, multi-channel communications campaigns that drive impact,” said Justyna Maksymiw, brand manager at Edrington Americas. “Strategic Objectives shares our values of respect, integrity and excellence, and we are proud to bolster our unwavering commitment to excellence alongside our newly appointed agency partner.”

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