MacRae believes this evolution is rooted in marketers’ awareness about the “transformative value of creativity,” which can easily translate across other business functions.
In his previous role, MacRae committed to making Glenmorangie’s selection of single malts and blends more accessible to drinkers across all demographics. He introduced “It’s Kind of Delicious and Wonderful” in 2020, a brand proposition created in tandem with DDB Paris and Bill Lumsden, the veteran distiller behind Glenmoragnie’s single malts.
The platform ditched legacy whisky tropes in favor of colorful creative intended to showcase how whisky could elevate special experiences. MacRae said it’s helped the brand “perform very strongly” commercially.
As he climbs the C-suite ladder, MacRae is still focused on putting creativity and curiosity at the heart of everything the brand does.
“That mindset is essential for companies in our line of business to succeed, whether you’re talking about whisky makers, artists or creatives,” he explained. “You need to invest in creativity to build brand value.”
Innovation and curiosity
“It’s Kind of Delicious and Wonderful” has become a brand manifesto, according to MacRae, informing the brand’s marketing and product decisions globally.
“It’s not just given our comms a new perspective, it’s informing our innovation too,” he said.
While the distiller searches for another marketer to fill his previous role, MacRae is leading the charge on a campaign to promote A Tale of Tokyo, the newest blend from Lumsden, who has travelled extensively through Japan and long held a fascination with the country. The new blend was matured in rare Japanese mizunara oak casks in homage to Tokyo.
To commemorate the release, Glenmorangie called upon Japanese artist Akira Yamaguchi to design artwork that will adorn each bottle’s packaging.
The design showcases the artist’s perspective of the city, including landmarks and characteristics from both Tokyo and the Highland distillery, as well as traditional Japanese pastimes with nods to the whisky’s flavors.
