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In this episode of Adspeak by ADWEEK, host Jenny Rooney sits down with Josh Dean, Founder of Dean and Daughters, and former Global VP of Johnnie Walker at Diageo, to unpack how Johnnie Walker has remained culturally relevant for more than two centuries while attracting a new generation of consumers. Josh explains how the iconic “Keep Walking” platform serves as a creative north star, enabling authentic collaborations across music, fashion, entertainment, and sports without diluting brand equity.
From partnerships with Squid Game and Olivier Rousteing to campaigns featuring Sabrina Carpenter, the conversation explores culture-first marketing, selective brand partnerships, and how legacy brands can balance heritage with innovation to drive long-term growth and consumer connection.
What You'll Learn:
- How to position heritage as momentum, not nostalgia
- The culture-first partnership framework
- Why the product should take a backseat in culture-driven campaigns
- How to turn cultural moments into commercial runways
- The role of internal alignment in executing ambitious collaborations
- How to turn down opportunities strategically
About the Guest:
Josh Dean is the Founder of Dean and Daughters and a former Global VP of Johnnie Walker at Diageo. He brings over a decade of brand-building expertise from his tenure at Unilever and subsequent roles at Tommy John and S'well. Known for his strategic approach to brand culture and creative innovation, Josh specializes in driving long-term sustainable growth through purposeful storytelling and authentic partnerships.
Guest Resources:
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