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Ghana-based agency appointed to help Johnnie Walker stride across Africa
By our African Marketing Confederation News Team | 2025
EchoHouse creates new business unit to drive brand growth for Johnnie Walker and two other Diageo drinks brands in three African regions.
EchoHouse, a Ghana-based marketing agency, has been appointed Johnnie Walker’s digital and creative partner across Southern, Western and Central Africa.
In addition, it is to manage digital and creative for the Casamigos and The Singleton accounts in the same region. All are drinks brands within the Diageo stable.
EchoHouse has now created a business unit called ‘BA:KO By EchoHouse’, which has the mandate of implementing work for this account, which was awarded following a competitive pitch process involving several leading agencies.
In a media statement, the agency says its appointment “signals the increasing importance of local expertise in crafting market-relevant strategies”.
Photo: Marcelo Verfe from Pexels
Says EchoHouse’s founder and CEO, Beryl Agyekum Ayaaba: “This partnership represents exactly what EchoHouse is working towards, which is to connect iconic global brands to the pulse of African markets.
“Our win was about the authentic creative concepts; it was about demonstrating our unique ability to translate international brand values through a distinct African lens.
“With EchoHouse Africa’s 17-year foundation and presence in several countries, the BA:KO By EchoHouse team is leveraging years of experience, authenticity, and quality in engaging today’s sophisticated African consumers.”
Significant growth in African markets
The African spirits market is experiencing significant growth, with premium whisky consumption rising among the continent’s expanding middle class.
With changing consumer preferences and increasing sophistication in taste, the Johnny Walker brand is looking to leverage African marketing expertise to connect with new demographics while maintaining its premium positioning.
Ayaaba believes that, as markets across the continent continue to grow, the demand for agencies that can bridge global brand strategies with local cultural contexts will only increase.
“Our approach will combine data-driven insights with cultural intelligence and community building,” she says.
“We will be measuring success not just in traditional metrics, but in how effectively we help Johnnie Walker become part of authentic moments that matter to African consumers.”
EchoHouse has a presence in Ghana, South Africa, Nigeria, Liberia, Côte d’Ivoire, Benin, and Sierra Leone.
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