As a creative lead working with the agency The Selected, I've helped to shape major brand turnarounds and evolutions within the Diageo portfolio, including Buchanan's and Smirnoff. The projects range from global ATL, to seasonal drink strategy, to market specific needs.
The process starts with a deep dive into the cultural context of the brand, the category, and the market(s) before carving out a specific and ownable identity the brand has the authority to claim--and use that authority to act in a way that creates authenticity and relevance.
From there, I use my tactical experience in experiential marketing and spirits PR to develop full 360 platforms with an eye towards scalability; ensuring major markets and markets with limited resources both have the tools to move the needle.
Due to the sensitive nature of this ongoing work and a stack of NDAs, specific details can't be shared. But I'd be happy to talk through these projects in general terms, so give me a ring!
ROLE: Creative Director + Creative Strategist