At the heart of the Johnnie Walker sponsorship of the Vodafone McLaren Mercedes team sits the promotion of responsible drinking, a key facet of both Diageo and Johnnie Walker activity globally. Key to 63G's effective implementation of the F1 RD strategy is the agency's understanding of the priority attached to this agenda by the client at a global and local level - and Diageo's stringent marketing code. 63G works closely with the global, regional and local corporate relations teams to enable them to capitalise on the powerful platform of Formula One - specifically to drive home the message never to drink and drive - and has been instrumental in advising how best to communicate key RD messages through the sponsorship assets.