Moet picks Alchemy

Singapore - Moet Hennessy Diageo Singapore has handed its PR business to local PR and marketing start-up, Alchemy.

Moet's assistant marketing manager Pierre Pinault confirmed the news and said the contract length was for one year.

The agency, which formed in January 2008, is now responsible for handling seven of the numerous brands amongst Moet's champagne, whiskey and vodka portfolios.

Alchemy director Marie Choo would not disclose the specific brand names the agency was handling and explained that Alchemy was about brand building in the luxury / lifestyle space and not just about PR. She said the agency has the capabilities to do events, public relations, and marketing.

Alchemy, which was named partly after the book The Alchemist by Paulo Coelho, is run by Choo and former Zouk-marketer of seven years, Esther Tan, who is also director.

Both Alchemy directors have past experience with Moet, with Choo having worked with the brand when she was head of marcoms for the fashion and lifestyle business of FJ Benjamin Singapore while Tan's experience came as part of Zouk's marketing team.

The agency has no other staff but Choo said she is "considering" whether to hire more staff on condition that the applicant has the right amount of experience in the industry and "loved the freedom of working from home".

Current clients include UK shirt brand, Thomas Pink, which is now part of the LVMH luxury goods group, and 9 Mois, a maternity brand that the agency is helping to reposition as a women's brand.

Alchemy is not to be confused with ad agency The Alchemy Partnership.