Pitch Story: Creature London x Jose Cuervo

This episode of The Art of Sales takes us inside the global rebranding of Jose Cuervo - Adam Graham speaks with Hanisha Kotecha, former Client Chief Officer at Creature London and Aileen Cotter from Proximo Spirits. This conversation explores how the world’s number one tequila set out to shift long-held perceptions and show the spirit’s true versatility. Aileen shares the realities of leading a global brand across markets with very different drinking cultures, legal frameworks and expectations. Hanisha lifts the lid on Creature’s pitch process, how they built trust early, and why strategic clarity mattered more than a single creative idea. Together they unpick what it takes to produce a culturally sensitive, modern campaign rooted in real insight, genuine collaboration and a deep respect for Cuervo’s Mexican provenance. It’s a lesson in partnership, process and the craft behind brand transformation. https://www.moderncitizens.com/ https://proximospirits.com/