Johnnie Walker has shifted its global creative account out of BBH. Parent company Diageo has handed the global brief to Anomaly, and independent agency with offices in London, New York, Amsterdam, Toronto and Shanghai.
The global brand strategy had been spearheaded by BBH London for 15 years. The agency is behind the Keep Walking brand concept which was introduced in 2000 and has since been lauded as one of the best examples of brand marketing within the spirits category.
Anomaly sets itself up as more than an advertising agency – addressing broader issues, beyond ads.
A spokesperson for Diageo Australia added that the global shift is unlikely to have a major impact on the local market and the relationship between Diageo and Leo Burnett Sydney. Earlier this year, Diageo marketing director Adam Ballesty consolidated all Diageo's agency relationships into Leo Burnett with the creative shop also taking on duties for media planning.
The move comes just days after Johnnie Walker's latest ad, created by BBH, launched. The Next Step takes a look forward into the year ahead and still runs under the Keep Walking banner.
Guy Escolme, global brand director for Johnnie Walker, said: “We were hugely impressed by the far-reaching creative vision which Anomaly proposed for our brand and with the strategic thinking that lies behind its development. Johnnie Walker is an iconic brand with a history of bold and imaginative marketing campaigns that reflect its pioneering and progressive ethos.
“A new and exciting era lies ahead for JOHNNIE WALKER. In Anomaly we believe we have a partner who will help us take fresh strides with stunning creative that will support the brand’s future global growth.”
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