SXSW 2024

Why More Brands Should Be Leveraging Co-Creation Strategies


How did a whiskey made in Scotland but loved in Latin America recruit the next generation of Hispanic American drinkers? Buchanan’s built a brand that’s become the fastest growing Scotch* by celebrating the rich duality of the Hispanic American community with a creative strategy driven and made by the target consumer for the target consumer. By adding consumers into the equation across all touch points, Buchanan’s has learned more about the communities they serve while cultivating a space for authentic storytelling, led by the people that know best.
*Source: Combined Nielsen + NABCA

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  1. Learn how brands can best support the communities they serve.
  2. Making space for authenticity on and off the screen - from the talent to the account team.
  3. Building lasting integrated platforms that leave a measurable impact on both the community and the brand.



Maggie Garrison, Head Of Brand Communications, Crispin Porter + Bogusky

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Creator Economy
  • Track 2
  • Level: Intermediate

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