20 October 2016 | Edinburgh

The “Why” Factor – Creativity with a Purpose

  • The Union
  • Diageo

Please note: To RSVP Yes to your invite to this event please contact the organiser Mariela Albornoz at

Hey Gluggers! 

Glug Edinburgh has landed.

We’re bringing together the finest and most brilliant creative talents to explore the purpose behind brands on a night focused on creativity, pioneering ideas, industry expertise, beers and banter. What is the “Why” Factor? Getting to the right answer starts with asking the right questions.

Brand purpose has always been about more than just a snappy slogan, noisy media or a nice website. Great brands are born when we ask the question “Why”. To make a purposeful impact on a business and the community, brands have to prove they are committed to their “raison d'être” and to become a catalyst for value.

The spirit of a brand is about emotional connection, clarity and a core philosophy that only develops when we start with “Why”.

“People don’t buy what you do, they buy why you do it.” –Simon Sinek

Waheey, roll on the good times! Be part of the movement. Glug Edinburgh Team

Line-up Overview:

Ian McAteer – Group Chairman, The Union Kerrin Lumsden– Design Leader Global Brands, Diageo



The Union | Nicci Motiang


Nicci is the Deputy Planning Director of The Union. A finalist for Campaign's Women of Tomorrow Awards 2016 and author of Marketing Star Gold paper in 2015 and 2016, she has held roles with creative and media agencies in London, vienna, Melbourne and Edinburgh. Nicci has developed strategies for brands from Cadbury to General Motors and The Scottish Government.

A former journalist, Nikki was a Director of Huckleberry Agency in Melbourne, where she launched a 3D printing competition for a tiny budget of £10K which reached 3.5 million users and proceeded to go global. Nicci returned to Scotland to work with The Union in 2012, and has developed brand strategy for Skyscanner, Codeclan and Skills Development Scotland's Digital World initiative, among others.

She has introduced ecosystem planning, usability testing and online bulletin boards to the Planning team's armoury. Last year she taught herself to code, to better understand digital products from the inside out. When it comes to all things brand, Nicci believes that the difference between like and love is critial - the way people's faces light up when the talk about their favourite brands is infectious.
And It's all about the why.

Diageo | Kerrin Lumsden


Kerrin Lumsden is an experienced marketing & design manager, who trained as an Industrial Design at Edinburgh Napier University. Since graduating in 1993, he has worked in various design and marketing roles in the UK, Germany and Australia.

Having spent around 10 years working in leading London design agencies on packaging, products and interiors, Kerrin joined Glenmorangie where he first fell in love with whisky.  After a couple of years the business was bought by LVMH and a fast track induction into the world of luxury brands followed. Kerrin was responsible for the new packaging and branding across the whole range as the business sought to establish itself as a luxury malt whisky that would sit proudly in the Moet Hennessy portfolio.

Kerrin joined Diageo in 2008 working as a Design Manager on global brands including Johnnie Walker, Smirnoff, Guinness and Baileys. He shares his design thinking to inspire brands to connect emotionally with consumers. He has been responsible for various global redesigns, limited editions and collaborations between Johnnie Walker Blue label and Porsche Design and Alfred Dunhill, as well as co-leading the global launch of Mortlach Single Malt Whisky.


Local Sponsors 

Douglas Stewart, The Hebridean Food Co.

Paul Scharf, G.F. Smith

Chris Coates, Allander

Greg Sim, Kingsford Business Club

Holly Garland, Garland PR

The Marketing Society