Chivas Regal appoints Saatchi & Saatchi Shanghai for below-the-line work

The decision on Saatchi & Saatchi follows a four-way pitch involving incumbent Euro RSCG.

Justin Billingsley, CEO of Saatchi & Saatchi Greater China confirms the agency taking the creative and go-to-market strategy for Chivas. The major focus of the new appointment is to create new platforms to communicate Chivas and its sub-brands like Chivas 12, Chivas 18 and Chivas 25 in the Chinese market.

Billingsley said: "Like many spirits brands Chivas spends the bulk of their marketing investment in channel activation, events and sponsorship - to be a relevant part of the social consumption occasions."

He added that Saatchi & Saatchi is appointed based on media-agnostic ideas. It is set to give people ways to belong to Chivas. The Shanghai office will lead the work for Chivas.