Chivas Regal, the Scotch whisky brand, has appointed Euro RSCG to handle its global advertising business, bringing an end to its 14-year relationship with TBWA.
The agency has been briefed to create a new high profile global campaign for the Pernod Richard-owned brand. It is understood that the international campaign will run primarily in Asia and the US, where the brand enjoys strong growth, with some exposure in the UK market.
Martin Riley, international marketing director for Chivas Regal, says: “We have enjoyed a strong relationship with TBWA over the last fourteen years. They were instrumental in developing “The Chivas Life” campaign which successfully ran in over 50 markets around the world helping the Chivas Regal brand achieve its highest ever sales of over 4 million 9 litre cases.”
TBWA will continue to handle the advertising business on the super premium Scotch whiskey brand, Royal Salute. Media buying and planning is handled by Aegis Media.