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Diageo’s $40 million global creative review of its marquee Johnnie Walker brand has caught many by surprise, given the sales growth the brand has enjoyed under longtime lead agency Bartle Bogle Hegarty and its "Keep Walking" campaign.
In fact, agency rivals and a search consultant—who typically are cynical and critical of agencies and their work—can’t fathom why the world’s No. 1 scotch whisky is looking around. In addition to BBH, sources identified the finalists as BBDO, Anomaly, Ogilvy & Mather and Wieden + Kennedy.