William Grant & Sons Ltd.

Glenfiddich Distillery

Keith

Grampian, AB5 4DH

United Kingdom

Telephone: 44 1340 820000

SINGLE MALT CAMPAIGN

OVERVIEW

Having established what constituted a high advertising budget for its Glenfiddich brand of scotch, nearly $1.7 million, William Grant & Sons Ltd. at the end of 1998 moved its account from New York-based McCann-Erickson Worldwide to a much smaller firm, Gyro Worldwide in Philadelphia. The change marked the end of McCann's three-year "The Friday Scotch" campaign.

Scotch whisky was not usually a product whose advertising attracted enormous attention in the United States, simply because it was not marketed on television or radio. Nor had Glenfiddich or its family-owned Scottish distillery attained enormous exposure in the American market—despite the...

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