By John McCarthy

Ballantine’s, the second-best-selling Scotch whisky in the world, has launched a new campaign across 20 markets as it looks to appeal to a younger, more diverse audience. We catch up with its global head of brand communications, Josh McCarthy, to hear how it created a campaign that’s relevant in every corner of the world.

Ballantine’s has steadily been attracting new generations of drinkers since 1827, but with the rise of digital and a greater emphasis on international sales, it has had to craft a story that’s as relevant in the UK as it is on the coast of Read full story ›

Source: The Drum