Dom Dwight is Strategy & Innovation Director at Taylors of Harrogate, the makers of Yorkshire Tea. He started out as the in-house copywriter 17 years ago before going on to lead the marketing team, who took Yorkshire Tea from distant fourth place to become the UK's number one brew. Dom puts this success down to the brand’s distinctive voice and uniquely human feel, which they built through consistently creative comms. (And a great product too, of course.)