Scotch whisky brand Ballantine’s has retained creative agency M&C Saatchi Sport and Entertainment for its global music partnership work.

The agency has worked with the whisky distillers for 11 years and was reappointed after a competitive pitch process.

Nicola Murray, entertainment managing partner at M&C Saatchi Sport & Entertainment, said: “We all know how hard it is to win business, but it’s even harder to re-win it, so we’re elated to be selected as Ballantine’s partner again after a rigorous pitch process.”

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The creative agency will manage its True Music platform, which supports artists from under-represented communities.

It will also handle Ballantine’s global music strategy, content delivery, brand partnership identification, negotiation and delivery, and artist deals.