How Baileys jumped category and grew 32%, with Jennifer English and Sheila Cunningham of Diageo, and Katie Sinclair of Mother, London

1

Introduction

00:00 • 3min

2

The Benefits of Having an Internal Planner on Your Team

03:04 • 2min

3

The Role of an Internal Client Planner in the Creative Space

05:00 • 2min

4

The Iterative Development Process of Sheila and Jennifer

06:55 • 3min

5

Bailey's: The World's First Creme Liquor

09:41 • 3min

6

The Rise and Fall of Bailey's

12:40 • 2min

7

The Rise and Fall of Liquors

14:22 • 2min

8

The Importance of Purpose in the Balies Brand

15:58 • 2min

9

The Decline of the MDS Spirits Business

18:23 • 2min

10

The Importance of Treating

20:28 • 3min

11

The Importance of the Treats Category in Adult Treats

23:03 • 2min

12

The Behavioral Economics of Adult Treating

25:14 • 5min

13

The Unlock of Bailey's

30:07 • 2min

14

The Evolution of Bailey's Strategy

32:33 • 2min

15

The Importance of Treating Spaces

34:09 • 2min

16

The Importance of Pairing With Bailey's

36:24 • 2min

17

The Importance of Faith in a Brand

38:33 • 3min

18

Bailey's: A Pre-Pandemic Perspective

41:51 • 2min

19

Bailey's' Growth Over the Past 5 Years

44:20 • 2min

20

The Importance of Understanding the Treating Space

45:53 • 2min