Each booklet contained 25 Lending Thoughts, passing on unconventional business wisdom and was distributed through a targeted insert (Financial Times, The Times) and direct marketing, linked to a social media, web and event programme.
I project managed the four titles in the series including commissioning and writing copy for print and online, client-facing account management, working as part of the Editions Financial in-house team.
Excerpt: “Unlocking luxury in China: make experience your currency
Sometimes positioning your product takes a stroke of genius. In Asia Pacific, Diageo’s Scotch whisky portfolio is growing at double the rate of its competitors – a success story helped along by the opening of Johnnie Walker House, an embassy for whisky culture and the first of its kind outside Scotland.”
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