Projects credited in
- Jack Daniels - JD RootsJD Roots – Future proofing Jack Daniel’s with a truly cross media, branded content platform Jack Daniel’s has a problem. The rock’n’roll heritage it has traded on for so long has been forgotten by younger drinkers, for whom Guns & Roses and Janice Joplin aren’t even a distant memory. Slowly becoming less relevant to its target market, JD’s market share is slipping as it struggles to compete with brands like Jagermeister. JD Roots was created to fight back. An ongoing music platform, born from the insight at the very heart of the Jack Daniels brand – that where you are from matters in making you who you are today. Designed to rebuild the rock’n’roll heritage that has served Jack Daniels so well in the past, but delivered in a way that is completely future facing – cross media, cross device. Campaign elements: Live events Social media activity Online comms Branded films Email Cross device HTML5 website Live streaming Merchandising, e.g. limited edition vinyl EPs Media partnerships with Channel 4 and NME.
Work history
DirectorFlamingo Group
- London, United KingdomFull Time
Joined as SRE. Director by 2014. Managing Director of Flamingo Mumbai 2016-2017. Extensive experience with alcohol, financial services, and luxury brands in particular. Brand and business strategy for all.
Skills
- Analytical Thinking
- Conceptual Thinking
- Problem Solving
- Foreign Languages
- Cultural Anthropology
- Cultural Criticism
- Cultural Insight
- Strategy
- Brand Strategy