Rapp wins CRM business for all Johnnie Walker brands

The account is worth approximately US$8 million, according to an undisclosed source familiar with the company.

Rapp has been taking care of the CRM business for Johnnie Walker’s Blue Label and Black Label since 2009. The win puts other Johnnie Walker labels into its hands, further consolidating its collaboration with the Scotch whisky giant.

Diageo, which also owns other renowned alcohol brands such as Smirnoff, Guinness and Baileys, reportedly called a pitch for all its CRM business in China last December. Rapp was one of the at least three agencies vying for the account.

Johnnie Walker is a star player in China, one of the world’s fastest-growing whisky markets.