Ogilvy & Mather Advertising Taipei tipped to win Diageo’s Singleton whisky’s creative pitch

Industry sources close to the pitch have disclosed that the client announced the results of the pitch a week ago.

According to Diageo, Taiwan is a relatively mature and well-developed spirits market. The international spirits category in Taiwan is estimated to have a yearly value of more than US$264 million (GBP170 million) of which scotch and cognac represents 96 per cent of the category.

Scotch is the more sizable category representing 83 per cent of total international spirits, and Diageo is the leader with a 28.5 per cent share. Its two core brands are Johnnie Walker and Singleton. Leo Burnett Taiwan currently handles Jonnie Walker's creative account.

Singleton is one of the fastest growing single malt brands in Taiwan, and has achieved 4.8 per cent share of the Scotch market since its launch four years ago. The brand has achieved a year-to-date Q3 net sales growth of 14 per cent for the Taiwanese market, including duty free net sales growth of 24 per cent.  

An ad agency source in Taiwan said that generally speaking Johnnie Walker is a more mainstream whisky brand among the younger consumers, while mature driners liker to drink Chivas and Suntory.