Diageo appoints Euro RSCG to run China CRM task

The agency was awarded the business following a three-way pitch in July, which saw Euro battle Ogilvy & Mather. "The key was Euro's understanding of the China alcohol business and consumers, and the Johnnie Walker brand," said Frank Pan, marketing director, Diageo. "Euro was also able to combine CRM with the overall marketing initiative." Diageo, managed by Riche Monde in China, allots 15 per cent of its marketing budget to CRM. It previously worked with specialist ChinaLoop, incorporating its global CRM model into China in 2004. "However, the model is for mature markets and China is still developing," noted Pan. Euro will revisit Diageo's CRM strategy to develop a long-term China-specific plan to enable Diageo's four brands, including Johnnie Walker, to recruit new customers through activities and build existing customer loyalty.