This post was created in partnership with Johnnie Walker

Maintaining relevance today requires more than great products; it demands showing up in market with creativity, intention, and the right partners.

During a Brandweek 2025 session co-hosted with Johnnie Walker, Jenny Rooney, chief brand and community officer at ADWEEK, sat down with Josh Dean, VP of Johnnie Walker and Buchanan’s North America. Throughout their conversation, Dean unpacked the 205-year-old Scotch brand’s winning marketing formula, how it’s been able to connect with a new generation of customers without losing sight of its roots, and walked the audience through the brand’s bold, culture-first collaborations.

Reframing the concept of a heritage brand

Rooney opened the chat by asking about the recent 25th anniversary o

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