SMH: Founders Keeper (Part II)

Sydney Morning Herald Sep 28 2007

James Slack, General Manager of Spirits at Pernod Ricard Australia, which heads the Jameson Whiskey label, says his brand team worked closely with Hall not only in discussing the proposition for how The Hallway would work with its brand, but also about the agency's business plan and long-term vision.

"That was important, so that they got a really good understanding of where The Hallway wants to go and how we fit and the level of support we'd be getting."

Slack says there is a great opportunity for a company to be involved with a new firm as a founding client. "A founding client, agency partnership is really, really good place to be. You know that you're getting dedicated support, that face-to-face, hands-on contact, and you know that you're not just lost in a big agency world," Slack says.

Existing business relationships and networks are an important component of finding founding clients.
Hall had previous business dealings with individuals at both Merivale and Jameson Irish Whiskey and was able to build on those contacts.

He says the opportunities to approach the brands also arose with some luck and good timing.
The Hallway celebrated its launch at a Merivale venue this week where they served Jameson Whiskey.
"Well, you've gotta support their brands," Hall says. "Tank Stream, is a stunning venue and it's great for Jameson because their target market is the creative industries. It's a win-win all around in terms of brand positioning."

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