Monkey Shoulder. Yes, it’s Blended Scotch Whisky. No, it’s not your run- of-the-mill dram. Not even close. Tradition? You keep it, Monkey Shoulder walks a dierent path. A blend of three single malts, and originally created to make the perfect Old Fashioned, Monkey Shoulder explodes onto the market place with iconic activations, brave messaging and singular appeal to an audience other brands would kill for. It’s all part of this whisky brand’s genetic make-up - irreverence, alternative thinking, playfulness and a preconception-breaking stance that’s unique.
That attitude translates to the marketing strategy, too. Monkey Shoulder decided long ago that building the brand needed to be founded on concrete footings.
Last Tuesday, we enjoyed soaking up nuggets of wisdom over beers on the boat at Leith Barge. The theme of the session was young people: how and why they make us better at our jobs.
Take the lead from young people
For Claire Wood (Leith), young people hold the answer to how people think. It is no secret that young people are adept at finding out the very latest thing, embracing it and making it part of their lives. Understanding how they go about doing this is useful, so that we as marketers can replicate their method of discovery and anticipate trends.
Charlotte Gross (National Theatre of Scotland) and Gavin Bell (Blue Cliff Media) gave us an insight into the brilliant benefits of the ‘apprenticeship model’ or ‘learn by doing’. Just doing relieves your ‘entrepreneurial symptoms’ and makes you better. Prototyping gets you to constantly evolve, try out new things and not rest on your laurels.
This week we meet Lyn MacDonald, Group Marketing Director at Macdonald Hotels & Resorts.
What’s your golden rule?
Live in the moment, one life, live it, love it! That’s the ultimate rule I live by. In terms of a golden rule with my professional head on, it has to be lead by example and always add value.
Who has been your biggest influence?
I can’t pin this to one person, there are three:
Keli is Deputy MD at Frame, an 80-strong award-winning creative agency based in Glasgow. Frame specialises in advertising, design, digital, PR and media, and is the only integrated agency of its kind in the country.
Keli's experience is impressive, with 20+ years in strategic development and account direction across a large portfolio of brands including Subway Sandwiches, Bulmers Cider, Irn-Bru, Orangina, Honda, RBS, intu and many more.
Keli was nominated as Scotland’s Agency Star of the Year in 2016 and most recently as a finalist in the UK-wide IPA / Campaign Women of Tomorrow Awards in 2018.
She lives in Glasgow with her husband and her two girls, her daughter Matilda and her kitten, Mabel.
We caught up with Keli prior to her appearance in our annual Badger Debate at Amplify on August 24.
You’ve worked for Frame for the past 16 years. Where does your love of marketing come from?
Pride month is around the corner, a time for queer celebration, parades, solidarity, vigils and tributes to those who have been lost due to hate and intolerance. It’s exciting, often playful, sometimes sad, and incredibly important to the queer community., says Becks Collins.
In part one, we learned that communication that evokes an emotional response can help both its ease of processing and its memorability. However, this leaves a quandary that some emotional ads sell, whilst others do not, says Phil Barden.