Behind the brand: Will its films sell more whisky? Hopefully, but Johnnie Walker is most interested in telling good stories

Johnnie Walker's new Storyline content initiative is part of an attempt to "elevate our messaging to culture", according to the whisky's global brand chief - who also tells Sam Burne James that he hopes it helps put the brand in the same league as Apple, Nike and Dove.

by Sam Burne James

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