Our story has deep roots, and this is something we choose to honor and continue to invest in. This history has shaped what we are, and is the means through which we choose to shape our future – whether it’s our processes, or our communications.
When we first chose to step onto the global stage as a single malt whisky, we had to make decisions about how we would find and relate to our audience through advertising. The admen responsible for the campaign in the 70s and 80s, David Holmes and Nick Salaman, realised that a precedent had been set by our very first ad. It used line drawings in black and white which was an advantage in small space allocated in The Times. The easygoing copy used a distinctive, sometimes witty, almost scholarly, tone of voice, and helped to tell The Macallan story in a manner at once informative, convincing and ‘clubbable’. Furthermore, nobody else was doing it!