How Baileys jumped category and grew 32%, with Jennifer English and Sheila Cunningham of Diageo, and Katie Sinclair of Mother, London
On Strategy Showcase
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The Iterative Development Process of Sheila and Jennifer
Katie D'Azio has been working with Sheila and Jennifer on the Bailey case for six years. She says they've had lots of false starts, dead ends, learnings along the way. But nothing's ever locked or set in stone, she adds. "Everything seems to live almost in beta that we're able to add sprinkles on top"
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