Johnnie Walker Scotch, marketed by liquor giant Diageo, is expanding its marketing efforts to include an extensive new "emerging media" global effort designed to attract men ages 25-34 who are
Web-savvy whisky drinkers. The company announced that it has hired AKQA, a digital ad agency based in London, to handle online advertising, emerging media services and mobile marketing, and to
redesign the brand's Web site. The agency will work in concert with Diageo's offline agency, BBH, London, and the "Keep Walking" theme developed by BBH will resonate throughout the interactive
marketing push. "Their brief has been that Johnnie Walker inspired personal progress, so 'Keep Walking' is a metaphor for that," said Tom Bedecarre, CEO of AKQA, San Francisco. The online marketing
also will focus on sponsored events like the Johnnie Walker Classic events, Johnnie Walker Championships and the brand's sponsorship of the Team McLaren Mercedes Formula One racing team. The Johnnie
Walker brand includes Red Label, Black Label, Green Label, Gold Label and Blue Label, and a key task of the new marketing push will be to ensure the online audience is aware of the difference among
these Scotch whiskies, not just in North America but also Europe and Asia.
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