After a three-way competitive pitch process, Proximo EMEA APAC has appointed Creature London as its lead advertising agency on Proper Number Twelve.

The partnership sees Creature tasked with defining and bringing to life a new brand platform for EMEA APAC as Proper No. Twelve establishes itself as a significant contender in the spirits category with the ambition to become the go-to spirit brand of choice for Gen Z and Millennial consumers. Creature will also be charged with the creation of the visual identity and brand world, all culminating in a global brand campaign in early 2023.

Created by UFC fighter Conor McGregor in 2018 and acquired by Proximo in 2021, Proper No. Twelve has become the fourth biggest Irish whiskey in the world and was the fastest growing whiskey globally between 2018-2021 (IWSR).

Working with Proximo EMEA APAC global marketing director Michael Cockram & global senior brand manager Mark Connaire, Creature’s creative ethos of ‘intelligent misbehaviour’ and strategic thinking are the perfect match for Proper No. Twelve’s bold international growth ambitions.

Dan Cullen-Shute, CEO of Creature, added: “A proper pitch, for a proper brand. There's a lot of chat about the negatives of pitching, but if you get it right (super smart/sensitive clients, great work, great agencies, and a cracking night out in Dublin beforehand), they can be bloody wonderful. This is going to be a phenomenal campaign, that will take the Proper Twelve brand to a whole new level, and we couldn't be more excited if we tried.”

Creature and Proper No. Twelve will start working together immediately.