The Johnnie Walker creative account for Diageo in South Korea was pitched on August 9th. The pitch included Grey Worldwide and a local boutique agency.
Diageo roster agencies, Innocean and TBWA, are understood to have been invited to the review but are not participating. Grey has not yet offered any comment on the development.
The account is estimated it to be worth around US$1 million in billings. Diageo divides its Korean accounts predominantly between Innocean, Grey and TBWA, with Innocean handling Windsor, TBWA looking after Guinness, and Grey managing trade channel duties for spirits brands.
Johnnie Walker Black Label is among the most popular whiskies in the Korean market, which is the world's sixth-largest for UK exports of Scotch whisky in terms of value. Last year's free trade agreement with the European Union has led to a gradual phasing out of the 20 per cent tax on imported spirits.
Diageo is the world's leading premium drinks business with a vast stable of beverage alcohol brands across spirits, beer and wine, many of which have been around for generations These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.
Close your eyes and say, "Just do it." What do you see? Yes, me too...the Nike tick logo. But hammering brand image statements into people's heads is considered so yesterday now. Is it? Let's find out...