Absolut Vodka has appointed digital agency AnalogFolk to handle its global social media, following a competitive pitch.

The agency, which has offices in London, New York and Sydney, already lists fellow Pernod Ricard-owned brands Chivas and Malibu as clients.

AnalogFolk will be responsible for continuing the spirit brand’s new “storytelling” marketing strategy via social media channels, branded content and editorial publishing.

Bill Brock, co-founder and CEO at AnalogFolk, said: “We are thrilled to be working with a brand that is so renowned for creativity and innovation.

“The appointment is a welcome recognition that our approach to social media, branded content and editorial publishing is compelling to progressive clients.”

A spokesperson from Absolut added: “The brand has massive ambitions for social media in the months and years to come that will see our strategy evolve as we respond to new opportunities and challenges. We’re glad to have an expert in the space on board to help us remain at the bleeding edge.”

Earlier this year, it was announced that Pernod Ricard’s chief marketing officer Martin Riley was to retire from the company.

On 1 September, his role was taken over on a provisional basis by Conor McQuaid, previously managing director for the company’s South Africa operation