TAIPEI: The Johnnie Walker brand has returned to Leo Burnett Taiwan
on the recommendation of creative hot shop Bartle Bogle & Hegarty London
after two years with J. Walter Thompson.
Jennifer Jan, managing director of Leo Burnett Taiwan, said: "The
decision was made in London and reflects the overall strategic alliance
between BBH and our agency in markets across the region."
Burnett will oversee the brand's global "Keep Walking" campaign, which
BBH created and launched in Taiwan on April 19. Television and print ads
are scheduled to run until the end of June.
Media spending for the year is budgeted at USdollars 3 million. However,
Burnett and Starcom have agreed to work the account on a retainer
fee.
Burnett will also help "localise" the whisky brand to target young
drinkers.
"Part of our job will be to rejuvenate the brand so that consumers don't
think of it as 'my father's drink'."
Johnnie Walker is the second largest whisky brand in Taiwan, behind
market leader Suntory. Last year, the island's whisky sales totalled 1.4
million dozen bottles.
With its return to the Burnett group, Johnnie Walker is now represented
by the network in eight countries across Asia, including Hong Kong,
mainland China, the Phillippines, Thailand, Vietnam, India, Sri Lanka
and Australia.
