Published on: April 17, 2026
WPP has successfully secured the integrated media account for Glenfiddich, the globally renowned single malt Scotch whisky brand, in the Chinese market. WPP Media and VML will collaborate to build exceptional brand influence for Glenfiddich within China’s dynamic marketing ecosystem, capitalizing on new growth opportunities.
This collaboration will harness WPP’s strengths through integrated services, combining cutting-edge media intelligence with world-class creativity, powered by exceptional talent and WPP Open.
WPP Media will spearhead traditional and digital media planning and buying for Glenfiddich in China, ensuring brand messages efficiently and effectively reach target audiences.
VML will lead social media, translating omni-channel insights into engaging content and immersive brand experiences.
WPP Open, the pioneering agentic marketing platform, will power the team’s insights and analytics, ensuring seamless collaboration.
Since its establishment in 1887, Glenfiddich has earned the acclaim of countless whisky enthusiasts worldwide for its exceptional quality and iconic triangular bottle. In China, Glenfiddich is committed to engaging consumers through integrated and innovative approaches, especially in its digital experiences. Throughout the pitch, WPP stood out by demonstrating the commitment to true partnership and bringing together talent to deliver cross-platform media solutions.
Zhang Jie, China Marketing Director, William Grant & Sons, said: “The Chinese market has always been instrumental to Glenfiddich’s global operations, and we are consistently committed to delivering more integrated and exceptional experiences to Chinese consumers. In today’s rapidly-evolving market landscape, we need partners with comprehensive integration capabilities to innovate continuously alongside us and push boundaries. We are very much looking forward to a close collaboration with the WPP team to jointly explore new growth pathways for single malt whisky in China.”
Rupert McPetrie, Co-CEO of WPP Media China, added: “It is a great honor to extend our highly successful outdoor media collaboration with Glenfiddich to the full media spectrum. This win not only underscores Glenfiddich’s deep trust in WPP Media’s integrated capabilities and professional services but also reaffirms our proven ability to deliver full-funnel, data-driven media solutions for brands. We are keen to work closely with Glenfiddich to drive outstanding commercial results for the brand in this vibrant Chinese market.”
Read more: Wendy’s Names WPP Media As U.S. Media Partner, Expanding Strategic Collaboration
