S3 Ep01 Proper Marketing with Dom Dwight

Season 3 kicks off with the fantastic Dom Dwight of Bettys & Taylors of Harrogate. You may know Bettys and Taylors for their brand Yorkshire Tea and during his 15-year career Dom Dwight has seen Yorkshire Tea reach the number one spot for market share. In 2022, the brand claimed a 33.7% share of market. The ‘Everything’s Done Proper’ platform has been a driving force in the brand’s success since 2017. The long-term campaign continues to resonate with audiences, thanks in part to its use of celebrities such as Sir Patrick Stewart and Sean Bean. Today we talk about Doms path into marketing, a great example of a non linear path, we chat about the building blocks to the campaign and like all things famous it didnt happen overnight but how certain things have accelerated, we talk about the importance of tying the work to commerciality, we talk effectiveness, creating a summer banger, the world of Taylors coffee and the new role Dom is taking on in the business.

03:34 Transition from Journalism to Copywriting & Exploring the World of Advertising

13:55 Developing Yorkshire Tea's Tone of Voice

27:14 The Importance of Enjoyable Advertising

32:05 The Commercial Impact of Creative Advertising

39:25 The Importance of Consistent Brand Messaging

40:07 The Challenges and Successes of Taylor's Coffee Advertising

53:33 Doms new role heading up Strategy, Innovation, and Diversification

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