Jane Leung
Jul 12, 2010

Chivas Regal appoints Saatchi & Saatchi Shanghai for below-the-line work

SHANGHAI – Pernod Richard gives the whisky brand Chivas Regal’s below-the-line business to Saatchi & Saatchi in China.

Chivas Regal China
Chivas Regal China

The decision on Saatchi & Saatchi follows a four-way pitch involving incumbent Euro RSCG.

Justin Billingsley, CEO of Saatchi & Saatchi Greater China confirms the agency taking the creative and go-to-market strategy for Chivas. The major focus of the new appointment is to create new platforms to communicate Chivas and its sub-brands like Chivas 12, Chivas 18 and Chivas 25 in the Chinese market.

Billingsley said: "Like many spirits brands Chivas spends the bulk of their marketing investment in channel activation, events and sponsorship - to be a relevant part of the social consumption occasions."

He added that Saatchi & Saatchi is appointed based on media-agnostic ideas. It is set to give people ways to belong to Chivas. The Shanghai office will lead the work for Chivas.

 

Related Articles

Just Published

18 hours ago

Generation Greytt: The trillion-dollar market that ...

Armed with unprecedented pocket power and digital savvy, the over-50s are redefining what it means to age. Yet businesses remain fixated on youth, overlooking a demographic that's more adventurous, connected and ready to spend than ever before. Rajeev Lochan opines.

19 hours ago

TBWA dominates in Japan/Korea AOY 2024 awards

Accenture Song and TBWA walked home with multiple metals at the 2024 Campaign Asia-Pacific Agency of the Year awards for Japan and Korea. Check out the highlights here.

20 hours ago

Hong Kong's unique spirit: A 'Never Normal' love ...

Forget dim sums and skyscrapers, over 40 brands and influencers from Hong Kong join forces to embrace the city's chaotic charm, eclectic character, and resilient spirit in an unconventional campaign.

21 hours ago

Global ad spend to hit $1.08 trillion in 2024 as ...

WARC's latest study also reveals tech giants' intensifying dominance of global ad spend and social media leading unprecedented growth—but regulatory headwinds still threaten to reshape this burgeoning landscape.