Proximo EMEA APAC appoints Creature London as Lead Advertising Agency on Proper Number Twelve


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

As part of the partnership, Creature is responsible for defining and bringing to life a new brand platform for the EMEA APAC region as Proper No. Twelve establishes itself as a strong contender in the spirits category with the ambition to become the spirits brand of choice for Gen Z and Millennial consumers. Creature will also be responsible for creating the visual identity and brand universe, 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 became the fourth largest Irish whiskey in the world and was the fastest growing whiskey in the world between 2018 and 2021 (IWSR).

Working with Proximo EMEA APAC Global Marketing Director Michael Cockram and Global Senior Brand Director Mark Connaire, Creature’s creative ethos of “smart misbehavior” and strategic thinking is a perfect match for Proper’s bold international growth ambitions. No. Twelve.

Dan Cullen-Shute, CEO of Creature, added, “A proper pitch, for a proper brand. There’s a lot of talk about the negatives of pitching, but if you get it right (super smart/sensitive clients, great work, great agencies, and a mind-blowing evening in Dublin beforehand), they can be pretty darn wonderful. This is going to be a phenomenal campaign, taking the Proper Twelve brand to a whole new level, and we couldn’t be more excited if we gave it a try.

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


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