In this episode of The Big Impression, Kelly breaks down how Diageo is turning tequila into a global cultural force. One standout example: a six-city collaboration with DJ and fashion icon Peggy Gou that combined out-of-home, merch drops, pop-up events and hyperlocal storytelling. 

From a Hong Kong hot pot party to a Milan piazza activation, every detail was designed to blur the line between brand and experience.

State Farm’s Patty Morris on pulling off an NFL crossover in less than two days

The Big Impression returns for another season of insights and inspiration from leaders at the world’s most influential brands. Editors and co-hosts Damian Fowler and Ilyse Liffreing will look to uncover candid stories on game-changing campaigns from some of the world's biggest brands — including wins, losses, and lessons. New episodes are released every Wednesday.