Monkey Shoulder picks Special London as global creative agency of record


Monkey Shoulder, the premium 100% malt whisky brand owned by William Grant & Sons, has appointed Special London as its new global creative agency after a recent review.

Monkey Shoulder and Special London

Special’s remit will include global strategy and creative development for the brand, focusing on driving the next era of growth for Monkey Shoulder in both established and emerging whisky markets around the world.

Special was awarded the business after a competitive pitch process managed by Creativebrief. The previous incumbent of the business was Fallon.

Ifan Jenkins, Global Marketing Director, Monkey Shoulder at William Grant &  Sons, said: “Monkey Shoulder has been experiencing rapid growth, so this is the perfect time to take the brand to the next level and connect with consumers via bold creative and brand storytelling. Special impressed us at all stages throughout the pitch process.

“They’re a great cultural fit for both the brand and business, they have a strong global network and have their finger on the pulse when it comes to culture. We’re excited to kick off this partnership in 2024.

“I’d also like to extend my thanks to Fallon and the NYC team for their valued collaboration and contribution to Monkey Shoulder over the past few years.”

Jennifer Black, CEO & Partner at Special London, said: “Monkey Shoulder is one of those brilliant brands that combines a beautiful, quality product with fantastic brand potential.

“Whisky is in ascendency as a category with hundreds of new brand  entrants, so to help Monkey Shoulder rocket its growth and shape the brand globally with such a wonderful bunch of client partners is a real privilege.”