AKQA scoops digital Johnnie Walker role

AKQA has won a place on the Diageo roster after scooping Johnnie Walker's brand-building digital account.

The agency triumphed following a pitch between undisclosed roster and non-roster agencies. It will now work on international online advertising, website design and emerging media services for the Scotch whisky brand.

Promotions will target 25- to 34-year-old men and focus on sponsored events such as the Johnnie Walker Classic golf events and on the brand's association with the McLaren Mercedes Formula One racing team. Communications will also seek to differentiate the brand's Label variants.

Johnnie Walker has used Arc Worldwide for its global digital communications in the past and once used Dare on a one-off web design project.

Ben Anderson, the Johnnie Walker global brand director, said the move would involve a greater focus on digital: "We need to create a brand experience with the consumer and online will definitely play a stronger role."