Dentsu's Team Conviviality Wins Pernod Ricard Media Across 41 Markets

Team Conviviality, the dentsu network's bespoke unit for Pernod Ricard, expanded its media partnership to cover South Africa, Nigeria, Turkey, and 38 additional African markets. The appointment extends an existing relationship between the spirits conglomerate and the holding company team.

The win consolidates Pernod Ricard's media buying across 41 markets under a single dentsu entity. Team Conviviality operates as a dedicated client service model: the holding company structure where multiple agencies coordinate under one brand umbrella.

Pernod Ricard's portfolio includes Jameson, Absolut, Chivas Regal, and Martell. The company reported €12.1 billion in revenue for fiscal year 2023, with emerging markets accounting for 42% of net sales. Africa represents a growth priority: the continent's spirits market is projected to reach $16 billion by 2027, according to IWSR data.

The scope covers media planning and buying across 41 markets. Nigeria and South Africa rank as two of Africa's largest advertising markets by spend: Nigeria at $800 million annually, South Africa at $4.2 billion, per Magna Global estimates.

Dentsu reported the African region as part of its International markets segment, which generated ¥174.9 billion ($1.2 billion) in organic revenue growth for 2023. The holding company operates across 145 markets globally.

MarkLives, the South African marketing intelligence publication, reported the appointment April 3. The announcement did not specify contract value, incumbent agencies, or campaign details. Pernod Ricard advertising typically emphasizes premiumization messaging and cultural relevance in emerging markets.

Team Conviviality's structure allows Pernod Ricard to work with multiple dentsu capabilities: Carat for media, iProspect for performance, Merkle for data, under coordinated leadership. The model mirrors WPP's Team Detroit for Ford and Publicis' Le Pub for Heineken.