William Grant & Sons has appointed integrated communications agency Brand Advocate as its global digital and CRM agency for Hendrick’s Gin. The appointment comes after a four-way competitive pitch.

Brand Advocate has been given a remit to develop Hendrick’s Gin’s customer relationship marketing strategy, working across all digital platforms and touchpoints, from point of sale through to events, social, mobile and web.

Brand Advocate agency has established a presence in New York to serve Hendrick’s in its eight US markets. It already has offices in London and Paris, with one in Munich opening soon.