Windsor is Korea's best-selling premium whisky, but the brand has yet to launch in many big whisky-drinking markets in Asia, such as India and Thailand. The brand exists in China, but its presence there remains minimal.
James Thompson (pictured), marketing director of Diageo Asia-Pacific, said: "Since Windsor was launched in 1996, it has become the world’s best selling super-premium whisky brand, with Korea being its largest global market."
"We would like to grow the product further over the coming years through a major brand rejuvenation. We have a strong relationship with McCann Erickson, and look forward to working with them to expand Windsor’s footprint in Asia Pacific."
McCann won the brief ahead of JWT, one of Diageo's key roster agencies, and Bates141, which collaborated with 10AM Communications.
Diageo picks McCann to drive Windsor's regional expansion
SINGAPORE - After a hard-fought three-month review, Diageo has awarded regional advertising duties for its Windsor whiskey brand to McCann Worldgroup as the drinks giant looks to introduce the beverage into new markets in Asia-Pacific.
