CIM launches Scottish post-graduate student competition to market luxury whisky brand
18 October 2022: Scottish post-grad students are being invited to develop a global brand partnership strategy for Highland Park single malt Scotch whisky. ‘The Challenge’ marketing competition has been launched by the Chartered Institute of Marketing and international ultra-premium spirits business, Edrington, owner of Highland Park.
Paul Condron, Highland Park Brand Director said: “We’re really looking forward to working with the next generation of Scotland’s marketing talent. The Challenge will give a taste of top-level industry life to those about to start their marketing careers. We’re fully expecting that the calibre of proposals coming from Scotland’s marketing post-grads will help fuel our brand partnership plans for our global marketing strategy. It’s exciting to think that ‘The Challenge’ could ultimately lead to a successful new brand partnership for Highland Park and will give students bone-fide Highland Park CV credits.”
‘The Challenge’ is designed to be as close to a real marketing brief as possible. Entrants first need to submit their presentations and campaign report online. All entrants will receive feedback from the judging panel with finalists invited to present their definitive plans to a panel of senior marketers including Edrington’s Global Marketing Capability Lead, Nicola Thompson; Paul Condron, Highland Park Brand Director; Ellie Murphy, CIM Scotland Chair; and Natalie Spearing, CIM’s Marketing Director.
Discussing the launch Ellie Murphy, CIM Scotland Chair said: “There are over 55 post-graduate marketing related degree courses across 16 higher-education institutions in Scotland, brimming with talent. We’re looking to give a unique experience to post grad students, something that really allows them to put into practice everything they’ve been studying with the chance to get feedback from experienced marketers.”
“I’m pleased and proud to be a part of the launch of The Challenge and I hope it serves as a platform to highlight the exceptional post-graduates coming out of Scotland every year.”
First, second and third place prizes will be awarded. Winners of ‘The Challenge’ will be flown to Orkney for a Highland Park distillery tour with a special lunch where they will receive a limited edition release of Highland Park whisky. Each team member will also receive CIM membership for a year and a professional mentoring session.
The deadline for registration to take part is Wednesday 30th November 2022, with campaign plans to be submitted by Friday 19th May 2023. The final judging will take place on Wednesday 21st June 2023.
Post-grad students can enter in teams of between two and four people via the CIM Scotland website here
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About CIM:
For over 100 years, CIM has supported the marketing sector. With over 20,000 members in more than 100 countries, CIM strives for business leaders and opinion formers to recognise the positive contribution professional marketing can bring to their organisations, the economy and wider society. We support, develop and represent marketers, organisations and the profession all over the world. Our ability to award Chartered Marketer status recognises a marketer’s commitment to staying current and abiding by a professional Code of Conduct. While our diverse range of training courses and world-renowned qualifications enable modern marketers to thrive in their roles and deliver long-term success for businesses. Find out more about CIM by visiting www.cim.co.uk
About Edrington:
Edrington’s vision is to give more by crafting exceptional ultra-premium spirit brands. The Macallan is our central focus, supported by Highland Park and The Glenrothes in the fast-growing single malt category and Naked Malt in the blended malt category. Our portfolio is completed with The Famous Grouse Blended Scotch Whisky, Noble Oak bourbon and Brugal premium rum from the Dominican Republic. Edrington also has strategic partnerships with No.3 London Dry Gin and Wyoming Whiskey in the American Whiskey category.
Edrington is headquartered in Scotland and employs over 3,000 people in its wholly owned and joint venture companies, with over half employed overseas. We own our route to market in 16 countries and distribute our brands to more than 100 countries around the world through joint ventures and third-party agreements.
Edrington’s principal shareholder is The Robertson Trust, which has donated over £322 million to charitable causes in Scotland since 1961. Our business is underpinned by the Edrington values of giving, respect, integrity and excellence.
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