On a long-term stint at RPM, I worked on a whole host of promotional marketing, shopper marketing, ads, scripting, experiential…you name it.

A bar full of brands included Smirnoff, Captain Morgan, Bailey’s, Tanqueray and all kinds of unpronounceable whiskies, not to mention Cadbury and Gü too.

Projects included ‘Whisky Defined’ - a pan-European shopper marketing campaign designed to make a complex category more approachable and encourage infrequent whisky drinkers to buy more premium whisky, more often.

It worked for me - I love the stuff.