Three other global agencies competed in the pitch process, which was handled by AAR Group. This marks the first time that the Edrington Group whisky brand has appointed an agency for a global advertising campaign.
J. Walter Thompson London will be tasked with creating a new global creative idea for The Macallan, which will serve as the basis for a long-term platform for the brand. The digital-first campaign will also include TV and cinema elements.
This is the second global account for JWT London announced in a week following its Grolsch win.
According to the agency, creative and strategic work will be led by JWT London, with network support from sister offices in Moscow and Shanghai. Fellow WPP agency Hudson Rouge in New York will also contribute to the £11m account.
“JWT London combined brilliant creative with great business understanding to provide us with a long term global brand idea that has excited everyone in the company,” said Paul Condron, global marketing controller at The Macallan.
James Whitehead, chief executive of J. Walter Thompson London, added: “We’re honoured to be working with The Macallan, one of the world’s great luxury brands, known for only working with the best of the best.”
Last month, The Macallan’s marketing director Glen Gribbon told The Drum that its first-ever global marketing campaign will be a "significant" investment that will see the premium scotch whisky brand reshape its mentality and delve wholeheartedly into digital advertising.