Jameson: The vital ingredient

This case study describes how Jameson, an Irish whiskey brand, recruited graduates with a more specific skill set to meet changing business needs.

Jameson: The vital ingredient

Agency: McCann BlueMedia: Initiative MediaClient: Jameson

Introduction & Background

Figure 1 - Promotion of the Jameson Graduate Programme on the Irish Distillers Pernod

This is the story of how the Jameson Brand Ambassador Programme was rebranded and reinvigorated to ensure Jameson attracted the highest calibre candidates in a competitive graduate recruitment market, to support the continued international success of the Jameson brand.

Until 2008, Jameson recruited graduates solely through the IBEC Export Orientation Programme (EOP) Graduate Placement Programme (www.ibec.ie/eop), Ireland's longest-running graduate placement programme, which provided 70 - 80...

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