JWT wins creative duties for Whyte & Mackay

The liquor brand was looking for a partner with a good understanding of the luxury liquor business

Whyte & Mackay (W&M) has found a creative partner in JWT. The Bengaluru office of the agency will service the account. The brands that JWT will work on include the luxury brands portfolio, including Whyte & Mackay scotch, Isle of Jura (single malt) and Dalmore.

The other brands that come under W&M include Glayva, Fettercairn and Vladivar vodka. It also owns several other Scotch whisky brands such as Mackinlays, John Barr, Cluny and Claymore.

The scotch maker didn’t share the exact figures on the spend, however it expects a 40-50 per cent increase on the spends since last year.

The scotch maker company was completely taken over by Dr Vijay Mallya owned United Spirits in May 2007. Scotch whisky is also being bottled in India following the acquisition, giving a huge fillip to the scotch market in the country.

As creative partners, JWT will be responsible for building an integrated strategy for the brands under W&M.

During the pitch that was called for in Bengaluru, W&M was looking for an agency that had a good understanding of the luxury liquor business. The incumbent on the business was Equus Red Cell. About four agencies participated in the pitch.

W&M was looking for a partner with a strong base in Bengaluru. In the second year of its presence in india, W&M wanted an agency that would understand the scotch industry, the consumer and bring W&M’s DNA to the fore.

Of the choice made, Anant Iyer, business head, luxury, United Spirits says, “Their superior understanding of the brand DNA and their activation ideas that we feel will resonate with the consumers.”

Mindshare handles the media duties for W&M.

Incidentally, JWT handles the creative duties for Black Dog, a UB Group owned liquor brand, which gave the agency an edge over the other participants. Recently, Relax and unwind, the latest campaign for Black Dog, was released.

Speaking to afaqs!, Rajesh Gangwani, branch head, JWT Bengaluru says that since liquor is a segment that comes under many restrictions when being advertised, it will be necessary to create a rounded communication plan. "Brand activation and presence across major touch points and premises will be necessary," says Gangwani.

The brand has been working on the positioning of 'A little extra that works wonders'. Gangwani confirms that JWT will continue with the positioning and build on the 'little extra' bit.