Whyte and Mackay Ltd, the world’s leading supplier of own label and branded Scotchwhisky recently called for a pitch from advertising agencies. The account will include working on brands like Whyte & Mackay scotch, Isle of Jura (single malt) and Dalmore. After a rigorous pitching the process the account was won by JWT, Bengaluru. The exact estimate of the account has not been disclosed.

JWT will be responsible for building an integrated strategy for the brands under W&M. The agency confirmed that the positioning will be built on the existing positioning of ‘A little extra that works wonders.’ Anant Iyer, business head, luxury, United Spirits added more on the deal, “Their superior understanding of the brand DNA and their activation ideas that we feel will resonate with the consumers.”

Prior to this the account was handled by Equus Red Cell. Mindshare handles the media duties for W&M.