Diageo prepares global drive for Johnnie Walker

Diageo has entered talks with London agencies over a contract to promote its iconic Johnnie Walker brand.

After a two-year lull in PR spend on the whisky, Diageo is seeking to sustain annual global brand sales growth of 12 per cent by recruiting an agency for a major global consumer campaign.

Its move comes as rival Pernod Ricard, which has bought Allied Domecq, steps up global marketing behind its Jameson Irish Whiskey brand with a worldwide ad campaign.

Diageo brand comms manager Alicia Tetlow confirmed it was 'at the early stages' of thrashing out a PR strategy for Johnnie Walker.
Diageo is expected to sustain its ongoing efforts to encourage younger people to consume the drink.

Johnnie Walker, which comes in varieties such as Black Label and Red Label, has already this year signed up with Formula 1 team McLaren as it looks to appeal to younger men.

Diageo is believed to have narrowed the search to four agencies, with a decision likely by January. The budget is around £250,000.
The previous agency to handle a similar campaign for Johnnie Walker was Porter Novelli (PRWeek, 23 February 2001).

The most recent significant work by PN – believed to be repitching – came to an end around 18 months ago.

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