Pernod Ricard
Ballantine's Digital Lab

Every year, a large number of creative ideas are commissioned by Ballantine’s, whether from the global marketing team or the 90+ local markets where the brand is present. Ballantine’s then saw an opportunity to collaborate and connect all the strategic and creative thinking from across the brand.

With that brief, Havas Work Club developed the “Ballantine’s Digital Lab,” an open and democratic platform on which the latest global ideas and local market thinking are shared at an embryonic stage. The global Ballantine’s marketing community was then invited to view, comment, collaborate on and vote for their favorite ideas.

The first cycle of the Ballantine’s Digital Lab generated participation and engagement from local markets that exceeded all expectations, and the two winning major campaigns are now under development. The Ballantine’s Digital Lab established a new way of working for Ballantine’s, and has established a benchmark for collaboration across the whole of Pernod Ricard.

The Ballantine’s Digital Lab was a finalist in the 2015 CBI Awards.

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