Glenmorangie has proven to be a valuable asset to LVMH as the flagship Scotch brand of the company. In 2022, the brand will generate over $7 billion in sales, making it the crown jewel of LVMH’s wine and spirits collection. Profits at Glenmorangie doubled under Thomas Moradpour’s leadership, and the company set new sales records. After Moradpour’s departure, the focus shifted to Caspar MacRae, the brand’s chief marketer. MacRae has made an immediate impact on the company’s image in just a few short months. Marketers, MacRae argues, have a customer-centric mindset and a combination of left-brain and right-brain thinking that make them well-suited for the role of CEO. His strategy builds on that of his predecessor.
Marketers’ Ascent to Executive Positions
It’s not just Caspar MacRae who has become CEO after serving as chief marketing officer. This movement is gaining steam across many sectors. In July, Headspace promoted Christine Hsu Evans from chief marketing officer to president. Kickstarter’s former CMO, Everette Taylor, has been promoted to the role of CEO. Spencer Stuart, an executive search firm, recently released a report showing that 77 percent of chief marketing officers (CMOs) who left their positions at the top 100 advertisers in 2021 went on to hold other, more senior positions within their respective companies or elsewhere. Marketers have come to recognize the transformative power of creativity, and its easy applicability across a variety of business functions, which has contributed to this rising trend.
The Creative Process and Economic Value
Caspar MacRae’s tenure as chief marketer at Glenmorangie was distinguished by his efforts to broaden the brand’s customer base and increase demand for its single malts and blends. MacRae’s “It’s Kind of Delicious and Wonderful” brand proposition was introduced in 2020 thanks to a collaboration with DDB Paris and seasoned distiller Bill Lumsden. With this brand manifesto as a guide, Glenmorangie was able to achieve unprecedented commercial success on a global scale. The brand went against the grain of typical whisky advertising and instead promoted the way in which whisky enhanced unique occasions through bold, eye-catching campaigns. MacRae is of the firm belief that funding inventiveness is essential to expanding a company’s bottom line.
Creativity and Inquiry: Two Forces of Change
The success of “It’s Kind of Delicious and Wonderful” has had a profound impact on Glenmorangie’s marketing and product development. MacRae, like Glenmorangie’s head of distilling and whisky creation, Bill Lumsden, stresses the significance of curiosity and imagination in making whisky. Lumsden’s original and nontraditional perspective was crucial in developing the brand’s core principles. MacRae calls Lumsden the brand’s creative director, praising his ability to come up with unexpected ideas that can be used as fertile ground for marketing campaigns. MacRae and Lumsden, as a team, exemplify the curious, imaginative, and creative spirit that has been so instrumental to the success of Glenmorangie.
Tokyo: a Story of Expanding Horizons
Following in the footsteps of innovation and exploration, Glenmorangie is launching its next blend, “A Tale of Tokyo.” Bill Lumsden used rare Japanese mizunara oak casks to age this blend as a tribute to Tokyo. To mark the occasion, Glenmorangie commissioned Japanese artist Akira Yamaguchi to create a piece of art for the bottle’s label. Yamaguchi’s impression of Tokyo was incorporated into the design by fusing elements of the Highland distillery with those of Tokyo. The design pays homage to the whisky’s flavors while also paying homage to traditional Japanese activities. Glenmorangie’s dedication to multiculturalism and cross-cultural appreciation is on full display in this project.
CEO Long-Term Goals and Strategies
As Caspar MacRae advances in the executive ranks, he has maintained his commitment to making innovation and exploration cornerstones of the Glenmorangie experience. This mentality is crucial to making great whisky and is applicable to other creative fields as well. MacRae maintains that it is critical to invest in creativity in order to increase both brand value and profits. His plan of action centers on giving Glenmorangie the resources it needs to keep breaking new ground in the whisky industry and satisfying customers all over the world. MacRae is currently spearheading the campaign to promote “A Tale of Tokyo,” while a new marketer is being sought out to take MacRae’s place.
See first source: Adweek
FAQ
Who is Caspar MacRae, and what role did he play at Glenmorangie?
Caspar MacRae served as the Chief Marketer at Glenmorangie, where he played a crucial role in broadening the brand’s customer base and increasing demand for its single malts and blends.
How did Caspar MacRae contribute to Glenmorangie’s commercial success?
MacRae introduced the brand proposition “It’s Kind of Delicious and Wonderful” in collaboration with DDB Paris and distiller Bill Lumsden. This innovative approach to marketing focused on whisky’s ability to enhance unique occasions, setting Glenmorangie apart from typical whisky advertising.
What is the trend of marketers ascending to executive positions in various sectors?
The trend of marketers becoming CEOs and holding more senior positions in companies is gaining momentum. A report by Spencer Stuart revealed that 77 percent of Chief Marketing Officers (CMOs) who left their positions at the top 100 advertisers in 2021 went on to hold higher roles within their respective companies or elsewhere. This trend is driven by the transformative power of creativity and its applicability across business functions.
How did creativity and innovation play a role in Glenmorangie’s success?
Both Caspar MacRae and Bill Lumsden emphasized the importance of curiosity, imagination, and creativity in the whisky-making process. Their innovative and nontraditional approach led to the development of Glenmorangie’s core principles and successful marketing campaigns.
What is Glenmorangie’s next blend, “A Tale of Tokyo,” and what makes it special?
“A Tale of Tokyo” is Glenmorangie’s new blend aged in rare Japanese mizunara oak casks as a tribute to Tokyo. Japanese artist Akira Yamaguchi was commissioned to create artwork for the bottle’s label, fusing elements of the Highland distillery with Tokyo’s culture. This blend showcases Glenmorangie’s dedication to multiculturalism and cross-cultural appreciation.
What are Caspar MacRae’s long-term goals and strategies as he advances in the executive ranks?
Caspar MacRae remains committed to making innovation and exploration cornerstones of the Glenmorangie experience. He believes that investing in creativity is essential to increase brand value and profits. His plan focuses on providing resources for Glenmorangie to continue breaking new ground in the whisky industry and satisfying customers worldwide. Currently, MacRae is leading the campaign to promote “A Tale of Tokyo” while a new marketer is being sought to fill his role.
Featured Image Credit: Kelsey Knight; Unsplash – Thank you!
