Agency: 1576 | Authors: Ruth Lees and Jacob Wright |
Glenmorangie
'It's Quiet. Too quiet.' Glenmorangie quietly confounds the market
Introduction
This paper is an adaptation of our 1998 Scottish IPA Effectiveness Grand Prix winning paper for Glenmorangie TenYearOld Single Malt. In it we shall argue that a change in Glenmorangie's advertising strategy, developed by 1576 Advertising together with a media strategy by MediacomTMB Scotland, is responsible for the significant increases in performance since 1997 when 1576 Advertising took over the account. The change in advertising strategy was, broadly, to target a more mainstream, younger consumer by giving the brand...