By Seb Joseph

Whyte & Mackay is revamping its marketing strategy to push a new brand proposition after hiring communications agency BJL to lead the shift.

The campaign launches later this year when it will introduce a refreshed label and pack design for the Scotch whisky brand. BJL is tasked with building on a strategy that has asked consumers to reassess their perceptions of blended whisky in order to appeal to a broader, younger palette of drinker.

Steven Pearson, marketing director at Whyte & Mackay, said: “We were immediately impressed with BJL’s understanding of the brand and the blended whisky category. They used the Read full story ›

Source: The Drum