By Kate Eggleshaw

Here’s a mini-manifesto for you: marketing doesn’t always have to aim for shirt-tearing excitement. Sometimes, a convincing, sensible message is better. So says Definition’s Kate Eggleshaw.

I’ve always hated the taste of whisky. The idea of sitting and sharing a late-night dram with friends does sound lovely but, it’s something I’ve struggled to appreciate.

Then, a few months ago, late one Thursday evening, I found myself rifling through the back of our kitchen cupboards to see what they might be able to offer me in the way of Scotch.

Thankfully for me, this wasn’t driven by an existential crisis, but Read full story ›

Source: The Drum