About Dom...

Dom is Marketing Director at Taylors of Harrogate, best known as the makers of Yorkshire Tea and sister business to Bettys. Dom joined as a copywriter 15 years ago, when he launched Yorkshire Tea onto Twitter in the very early days of brands on social media. Since Dom became Marketing Director in 2016, Yorkshire Tea has grown to become the UK’s number one brew. Key to that success has been creative but consistent communications centred around the notion of “where everything’s done proper”.

Session overview: How creativity can empower cash-strapped CommsHeroes

As a challenger to iconic brands like PG Tips and Tetley, it was never likely that Yorkshire Tea could outspend the competition. Yet somehow, over the last decade, it rocketed past them to become UK number one. In this session, Dom will share how the Yorkshire Tea team used imagination, humour and an entrepreneurial attitude to comms to punch well above their weight, as well some of the more painful lessons they learned along the way.