News The Work

Jane Leung

Jul 12, 2010

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

SHANGHAI – Pernod Richard gives the whisky brand Chivas Regal’s below-the-line business to Saatchi & Saatchi in China.

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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 set to give people ways to belong to Chivas. The Shanghai office will lead the work for Chivas.

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

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