Diageo appoints WE Marketing for Johnnie Walker Black Label campaign

The news was announced last week after an earlier pitch that involved up to three 4As agencies, though BBH is still the client’s above-the-line agency in China.

The nationwide TVC, print, POP driven campaign will kick off around Chinese New Year in Q1 2010. WE Marketing's brief is to push people’s whisky drinking habits outside traditional premises like bars.

Whisky drinking is becoming trendier for 25 to 35-year-old male affluent Chinese. Chivas Regal is the main competitor of Johnnie Walker in that market.

WE Marketing declined to comment on the win.