McCann scoops global Chivas Regal account

McCann London has won the global advertising business for the Pernod Ricard-owned Scotch whisky brand Chivas Regal.

Chivas Regal: moves to McCann London
Chivas Regal: moves to McCann London

The agency won the business following a four-way shoot out that also included Bartle Bogle Hegarty, Crispin Porter & Bogusky and Wieden & Kennedy. The incumbent agency Havas London withdrew from the process in November despite holding the account since 2008. Havas was responsible for creating the global "Win The Right Way" campaign for the brand.

Earlier this year, Pernod Ricard revealed that its flagship whisky brand was "still struggling" in China. A double-digit decline in sales of Chivas in China had led to a global fall in volume of 2%, with sales falling 3%. 

Richard Black, the Chivas Regal global marketing director said: "The McCann team impressed with their fresh creative and strategic thinking, which we believe will help take Chivas to the next level. We look forward to a long and fruitful partnership."

Alex Lubar, the chief executive of McCann London, said: "We are over the moon with our appointment on the Chivas brand. To date, the team has been a wonderfully collaborative partner and the opportunities for the brand moving forward are immense."