Whyte & Mackay kicks off hunt for ad agency

Whyte & Mackay is on the hunt for an advertising agency for its eponymous whisky brand, after becoming part of the Philippine drinks company Emperador.

Whyte & Mackay: review
Whyte & Mackay: review

The brand held chemistry meetings with agencies in Glasgow last week. The review is being handled by the consultancy Brand Edge.

Emperador also owns Jura, The Dalmore, Fettercrane and Tamnavulin.

There is no incumbent on the Whyte & Mackay account. Holler works on Jura.

United Spirits sold Whyte & Mackay to Emperador for £430 million at the end of October. The deal followed an Office of Fair Trading investigation into Diageo’s acquisition of a stake in United Spirits in November 2013.

At the time of the sale, the Emperador chairman, Andrew Tan, said that he was aiming to develop a Scotch whisky drinking culture in the Philippines and that he would look at using Whyte & Mackay’s global distribution network to expand the sale of the company’s other brands.

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