CLIENT ONBOARDING: THE GLENMORANGIE EXPERIENCE
Client onboarding can sometimes feel overwhelming. The excitement of a new client win quickly followed by folders full of brand documents, strategies, research and brand assets. But to build insight driven social strategies and create social media content that people stop scrolling for, we need to immerse ourselves in their brand world. The heritage, values, and stories that make each of our client’s brands unique deserve more than a workshop. Back in March this year, we were lucky enough to experience an onboarding like no other with our new clients at Glenmorangie.
Our Journey to Tain
When Glenmorangie invited us to their distillery in Tain, we knew this was an opportunity to experience their brand in a way that no brief or set of guidelines could ever convey. We left our post-it notes behind and began with a tour of the Glenmorangie Distillery, learning about the craft behind their single malt whisky and getting a sneak peek at how their whisky creators are endlessly experimenting to push boundaries.
Next up, a tasting session, where we sampled some of Glenmorangie's incredible portfolio, from The Original 12 Years Old, to the rare flavours of The Signet as well as a 1784 Pedro Jiminez rare cask – it’s a tough job but someone has got to do it.
Glenmorangie’s Heritage at The Cadboll Stone
After a night at Glenmorangie House, learning more about our new clients, enjoying delicious food, sampling a few more drams, and experiencing their brand home, we walked down to the Cadboll Stone, a historic monument that has become a symbol of Glenmorangie’s rich heritage. Standing at the intricately carved Pictish stone, we learned about the deep-rooted history that inspires Glenmorangie’s branding and product design today. This connection to the past, to the traditions and stories of the Highland people, is what sets Glenmorangie apart — and it’s what we aim to communicate through our work with them.
Why Onboarding Matters
This trip wasn’t just a perk of the job; it was a crucial part of learning more about our new clients. By immersing ourselves in Glenmorangie’s world, we gained insights that can’t be found in a document or presentation. We are truly grateful to the brand team for showing us the full Glenmorangie story, and getting us fired up to make authentic, engaging social media content that resonates with global audiences on a deeper level.
At Sunshine, we don’t just work for clients — we become part of their brands. Whether it’s a luxury whisky like Glenmorangie, or any of the other incredible clients we work with, our commitment to immersion ensures that we truly understand what makes each brand unique. And that understanding is the key to creating social media strategies and creative work that not only tell a story but also build an emotional connection with the audience.
