Johnnie Walker Launches Review of $80 Million Global Creative Account

By Erik Oster 

Diageo has launched a review of its Johnnie Walker account globally, including the U.S.

“We can confirm we have invited advertising agencies to pitch for the Johnnie Walker account as we continue to evolve this iconic global brand,” a spokesperson for Johnnie Walker said in a statement. “We value the work all our partners bring to our campaigns and we have invited the incumbents to pitch.”

Johnnie Walker spends around $80 million on measured media globally, according to global consultancy R3.

Anomaly currently handles creative in the U.S., while 72andSunny handles the account globally. It is unclear if the brand is seeking to consolidate its advertising with a single agency or remains open to working with multiple agency partners.

R/GA London, which won digital AOR status last year, is not participating in this review. A source with direct knowledge of the account claimed that the brand has already named AnalogFolk as its new digital agency of record.

“We can confirm that after a highly successful and enjoyable 18 months collaborating together, R/GA London declined to participate in the recent Johnnie Walker agency pitch,” an R/GA London spokesperson said in a statement. “We continue to maintain our excellent working relationship with Diageo through our work with Guinness.”

72andSunny declined to comment. Anomaly has yet to respond to a request for comment.

Johnnie Walker awarded Anomaly the account back in December of 2014, concluding a 15-year relationship with BBH following a review that left even BBH’s competitors wondering why the brand would rethink its agency roster.

Anomaly’s recent work for the brand includes its “Jane Walker” campaign for Women’s History Month, which repurposed a concept reportedly scheduled to run following the anticipated election of Hillary Clinton.

[Pic via Getty Images]