The Blue Book was the first such piece of branded content put out by Diageo, and anecdotal response confirmed that our target appreciated both the manner in which they were approached, and the content of that approach itself. We were forwarded letters written to Ben Anderson (Global Brand Director) in response to the personalised letter in each copy of the book. The below is indicative of the general tone of the response:‘What a splendid guide the Blue Label Book is to all that is excellent. Many thanks for including me in the distribution.’ (Douglas Flint, Group Finance Director, HSBC)