Agency: BBH Authors: Steve Mustardé (principal) and
Karl Weaver (contributing)

Johnnie Walker – From whisky producer to global icon: the story of 'Keep Walking'


FOREWORD

We would like to acknowledge the authors of past IPA and APG papers on Johnnie Walker, on whose insight and analysis this paper has drawn: Ashley Alsup, Dorothea Gartland, Orlando Hooper Greenhill, Ben King, Lisa Matchett, Aisling Ryan.


INTRODUCTION

As the 21st Century brings the continents ever closer, so more and more brands will assume a global footprint. Inevitably, their communications will adopt a similarly global remit.