Anomaly reclaims global Johnnie Walker account

Agency takes over from sister MDC Partners shop 72andSunnny.

Johnnie Walker: 72andSunny previously worked on global account
Johnnie Walker: 72andSunny previously worked on global account

Johnnie Walker, the Diageo whisky brand, has reappointed Anomaly to its global advertising account.

Anomaly currently works with Johnnie Walker in the US, while 72andSunny handles the business globally. The pitch kicked off in December last year.

It is understood that Anomaly beat Wieden & Kennedy Amsterdam and Lucky Generals in the final stage of the process. 72andSunny was also involved.

Anomaly previously won Johnnie Walker’s global account in 2014, ending the brand’s 15-year relationship with Bartle Bogle Hegarty. The agency's focus then switched to North America and, in 2017, 72andSunny was brought in to work on global projects.

A Johnnie Walker spokeswoman said: "We can confirm that we have extended our relationship with Anomaly, who will now be our global agency for Johnnie Walker as we continue to evolve this iconic global brand.

"72andSunny is a valued Diageo agency partner and will continue to deliver work across other Diageo brands."

A recent campaign for Johnnie Walker in the US featured a woman talking about all the things that could happen in people’s lives over 12 years – from grandparents dying, couples getting married and tours in the army – to promote its Black variant, which is aged for 12 years.

Diageo’s global media planning and buying agency is Dentsu Aegis Network’s Carat. Johnnie Walker hired AnalogFolk to work on digital projects last year after splitting with R/GA London, which had handled the brand's digital business since 2017.

An Anomaly spokeswoman declined to comment.