Here’s one we called: Johnnie Walker in Global Review Right Now (free to see)

Steve’s breakdown: When Johnnie Walker launched Jane, we knew the end was near. Here’s our prediction. Below that are the details of this review.

Dead on Arrival: Jane Walker Scotch

NORWALK, CT: Diageo has launched a review of its Johnnie Walker account globally, including the U.S.

“We can confirm we have invited advertising agencies to pitch for the Johnnie Walker account as we continue to evolve this iconic global brand,” a spokesperson for Johnnie Walker said in a statement. “We value the work all our partners bring to our campaigns and we have invited the incumbents to pitch.”

Johnnie Walker spends around $80 million on measured media globally, according to global consultancy R3.

Anomaly previously handled creative in the U.S., while 72andSunny handled the account globally. It is unclear if the brand is seeking to consolidate its advertising with a single agency or remains open to working with multiple agency partners.

According to Campaign, which first reported the news earlier today, the brand has already brought on AnalogFolk to handle digital projects. R/GA London, which won digital AOR status last year, is not participating in this review.

“We can confirm that after a highly successful and enjoyable 18 months collaborating together, R/GA London declined to participate in the recent Johnnie Walker agency pitch,” an R/GA London spokesperson said in a statement. “We continue to maintain our excellent working relationship with Diageo through our work with Guinness.”

72andSunny declined to comment. Anomaly has yet to respond to a request for comment.

Johnnie Walker awarded Anomaly the account back in December of 2014, concluding a 15-year relationship with BBH following a review that left even BBH’s competitors wondering why the brand would rethink its agency roster.

Anomaly’s recent work for the brand includes its “Jane Walker” campaign for Women’s History Month, which repurposed a concept reportedly scheduled to run following the anticipated election of Hillary Clinton.


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