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Johnnie Walker Claims Campaign Success Result Of Combining Global And Local Data

Johnnie Walker's global brand director, Guy Escolme, believes that the combination of global and local insight has led to the success of its first global campaign. The campaign, launched in September last year, was the brand's first global effort. It launched simultaneously in more than 50 countries, with 70 different pieces of creative to suit the different markets. The whisky brand also adopted a new emotive tagline in "Joy will take you further," an evolution of the brand's long-standing "Keep walking" campaign.

Read the whole story at Marketing Week »

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