Defiant Wins William Grant & Sons Tullamore D.E.W. Following Competitive Pitch

​Tullamore D.E.W., the Irish whiskey brand owned by William Grant & Sons, hasappointed Defiant following a competitive pitch at the end of last year, beating over 14 agencies in the process. The brand had also previously worked with Uncommon London in 2019.

Defiant’s remit includes developing a new global creative campaign, which will be brought to life across film, out-of-home, social and PR. The global campaign is due to go live across North America, Ireland and several other European markets.

Áine McGrath, global head of brand Tullamore D.E.W., commented, “Defiant stood out for their clear understanding of the commercial and strategic opportunities ahead for Tullamore D.E.W. Their disciplined, insight driven approach to building challenger brands, combined with deep category expertise, makes them the right partner to support our long‑term ambitions. We’re confident they will help us strengthen the brand’s global relevance and accelerate sustainable growth.”

Clara Kelleher, global head of communications - heritage brands William Grant & Sons, commented, “What excited us most about Defiant was their energy and creative bravery. From the outset, they pushed us to think differently and embrace the unexpected. Their bold, challenger‑brand mindset aligns perfectly with the spirit of Tullamore D.E.W., and we’re looking forward to unleashing a new level of craic‑filled, culturally resonant creativity together.”

​Will Poskett, founder of Defiant, commented, “We loved every moment of the pitch process working alongside the brilliant team at Tullamore D.E.W. It’s an iconic brand with bold ambitions and a genuine desire to disrupt the legacy whiskey category. We can’t wait to get started this year and bring something to life that truly shakes things up. It also a real reflection on the changing shape of our industry, where small independents like ours can compete and beat far bigger agencies to work with some of the best brands around”