The7stars backs experiential start-up

Co-founded by former John Ayling & Associates employees Richard Cox and Deidre MacNair, The Village Communications will handle media activity for First Drinks’ brands including Glenfiddich, Hendrick’s Gin, Rémy Martin and Cointreau.

Media agency The7Stars has bought a 25% stake in the new business. The Village Communications will share its London offices, and Cox says the partnership gives the start-up "financial muscle" and stability.

Cox, former director at John Ayling, told Event that media activity around alcohol brands is increasingly about experiential. "Above the line advertising is important, but alcohol campaigns need to be about more than just straight media. You have to engage with consumers."

Cox was behind the 2010 gigs for Russian Standard Vodka in London and Edinburgh, and last December’s Dita von Teese pop-up bar Cointreau Privé.

The Village Communications will be organising gigs and fashion shows as part of a global media strategy for Glenfiddich.

He said the company is also pitching for new accounts in the luxury hotel and retail sectors.

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