JWBL engaged its audience through the strength and trust of the publications. It became associated exclusively with ‘Milestone Moments’ at such prime business meetings as the Fortune Power Dinner and the Economist’s Global Agenda. JWBL hosted the conference’s keynote meal, was the discussion focus at dinner, and was handed to business award winners. Our elite business audience was left in no doubt about its exclusive association with the ‘Milestone Moments’ of these events.

We delivered 1,500+ perfect JWBL servings to elite businessmen, outstripped sales objectives by 44%, and proved the power of engagement. New recruits boosted penetration by 8%. The Diageo board is so pleased with this media-led strategy it now serves only JWBL at the end of business dinners.