Creature wins international brief for Proper No. Twelve Irish whiskey

Proximo, whose brands include Bushmills whiskey and Jose Cuervo tequila, has appointed Creature London to its Proper Number Twelve whiskey account after a three way pitch.

Creature, which sold to Dutch group Candid in May, has been briefed to help establish Proper No. Twelve as the “go-to spirit brand of choice for Gen Z and millennial consumers.” The agency is working on a new visual identity, with a global brand campaign planned for early 2023.


Proper No. Twelve was launched in 2018 by Irish mixed martial arts fighter Conor McGregor, who sold it to Proximo for $600 million last year. It’s already the fourth biggest Irish whiskey in the world, and was the fastest growing whiskey globally between 2018-2021 (IWSR).

Dan Cullen-Shute, CEO of Creature, said: “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.”

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