Johnnie Walker, the Diageo-owned Scotch Whiskey brand is conducting a review of its global creative agency assignment, the company confirmed Friday.
According to Kantar the brand spent close to $22 million on ads in the U.S. in 2013. Global spending was not immediately available.
The incumbent, BBH -- which has been the global agency of record on the brand for 15 years -- has been invited to participate and is expected to defend the account.
Guy Escolme, global brand director, Johnnie Walker, said: “The brand’s relationship with BBH has been hugely successful, with the agency producing award-winning work of outstanding creativity. As the market leader, Johnnie Walker feels the time is right to invite selected agencies, including BBH, to look at how we take the brand forward into the future.”
A Diageo rep indicated that the company will handle the review itself and is inviting a closed short list of agencies to participate.
Johnnie Walker is the top-selling blended Scotch whisky brand in the world, with approximately 20 million cases sold with estimated retail sales of $5.8 billion in 2013.