Agency: Bartle Bogle Hegarty | Author: Ashley Alsup |
Johnnie Walker – 'Keep Walking' – The Journey Continues
'KEEP WALKING' – THE JOURNEY CONTINUES
This paper helps to answer the perennial question 'global or local' by arguing that great brands organise around a single idea, but flex their idea to work best with their people and business needs, avoiding the simplistic either/or debate.
A previous Johnnie Walker APG paper explained how we created focus for a formerly fragmented brand by highlighting a universal truth, (the need to progress), connecting that with a category truth (marking and celebrating your achievements with...