Jameson is one of the most recognisable Irish brands on the planet—but global recognition doesn’t guarantee global consistency.
The team at Irish Distillers needed a tone of voice system that could unify their messaging across dozens of markets without losing the spirit that made Jameson, Jameson.
I was brought in at the strategic concept stage to help define the messaging platform and craft a suite of scripts, headlines, and tone guidelines that would be used by agency and in-house teams worldwide.
Working closely with the creative directors at TBWA\Dublin, I shaped the language, tone, and emotional undercurrent of a global campaign—ensuring the messaging worked just as well in Berlin as it did in Boston.
Agency: TBWA\Dublin
Client: Irish Distillers
Brand: Jameson Irish Whiskey
Industry: Alcohol, Beverage, Advertising
Project Type: Global brand campaign, TV and digital
Role: Creative concept, campaign development, scriptwriting, production oversight
Key Outcomes: Multi-market rollout, high client satisfaction, campaign consistency across global channels
With Jameson campaigns running across 70+ countries, Irish Distillers needed a unifying tone of voice—something that could preserve the brand’s humour, warmth, and charm, but work in partnership with dozens of creative teams worldwide. They needed a system, not just a script.
We developed a global brand messaging system built around clarity-first storytelling. I coined and codified Jameson’s tone of voice in a way that was memorable, usable, and immediately adaptable by agency partners.
Working from initial brief through script development, creative direction, and production review, I helped define the emotional cues, rhythm, and style of the brand’s new global platform. The result was a tone that felt like Jameson in any language—distinctive, human, and unmistakably Irish.
• Used by 80+ agency and in-house teams across multiple continents
• Delivered a scalable tone-of-voice system for future campaigns
• Rolled out through broadcast, digital, and in-store brand platforms
• Widely praised by both client and agency as one of the clearest messaging systems they’ve used
• Strategic concept development
• Tone of voice creation
• Global campaign scriptwriting
• Brand messaging systems
• Creative consultation across production and direction
Bringing this campaign to life meant navigating strict advertising regulations across multiple global markets. Each territory has its own legal and cultural standards for alcohol marketing—so the creative had to be both adaptable and compliant without losing impact.
I developed scripts and visual approaches that could flex for local restrictions while preserving the campaign’s core message and tone. It was a balancing act between bold storytelling and regulatory nuance—one that demanded close collaboration across client, agency, legal, and production partners.
Freelance copywriter working with agencies, brands and startups.
