Webinar: The true story behind Johnnie Walker’s 34% growth - a creative effectiveness journey

Advertising needs to be meaningful and relevant to stand out in today’s crowded, competitive landscape. Discover the secret of Johnnie Walker’s award-winning success.
18 October 2022
Sparks of creative effectiveness
Lynne Deason

Head of Creative Excellence, UK

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Johnnie Walker is one the of the World’s leading whisky brands and the 9th most valuable UK brand. It’s a brand that stands for positive momentum and progress, encapsulated in its strapline ‘Keep Walking’. Values that are manifested in its commercial success: Johnnie Walker sales are up by over a third and the brand has been highlighted as one of the luxury brands driving Diageo’s significant growth in 2022. Increased marketing investment in the brand is a factor, but critically that spend has been put behind highly effective advertising, amplifying the effectiveness and efficiency of that spend. Johnnie Walker and their creative agency Anomaly won three Kantar Creative Effectiveness awards this year, one in each award category (digital, static and TV) and across different countries, cultures and stages of market development. Wow!

Difference is a key characteristic of brands that achieve breakthrough growth, and an area of strength for Johnnie Walker.

Johnnie Walker stands out as being different

Chart showing Johnnie Walker is differentiated

Source: Kantar BrandZ most valuable global brands


Consistency is also a characteristic of brands that achieve breakthrough growth because it helps the brand become clearly defined in the minds of potential customers. This apparent contradiction is talked about as one of the most significant challenges facing marketers today. How do you achieve differentiation and maintain your meaning and relevance to consumers across the globe, when you’re sticking with the same brand platform that has been around for over 20 years? Yes, more than TWENTY YEARS. And how do you achieve this on a global scale, ensuring you’re locally culturally relevant but at the same time consistent across the globe and over time?

Watch our webinar on demand where Johnnie Walker’s Global Marketing Director, Global Planner and the CEO of their creative agency, Anomaly, give an honest, inspiring and provocative account of their journey to success. Topics covered include:

  • nailing the brief
  • how to be distinctive and consistent
  • how to be locally relevant but globally coherent
  • the importance of developing a learning culture
  • the role of consumer feedback versus intuition and gut feel
  • the characteristics of a successful team
  • and much more!

Prepare to be inspired, so you too can ‘Keep consistent. Keep different. Keep relevant. Keep meaningful. Keep growing. Keep succeeding. AND Keep Walking!!!’

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