After 8 years agency side working at glue and Isobar, part of the Dentsu Aegis Group, on global FMCG clients like Kellogg’s & Pringles, Josh made the leap client side. He joined Pernod Ricard in 2014 to take on the challenge of rejuvenating the Ballantine’s Whisky brand – the world’s #2 Scotch Whisky. As marketing communications director Josh led the brands accelerated growth from 5.6 million to 9 million cases, or +£600m in revenue, by focusing on music as a key passion point to build connections with a younger audience. This was delivered through the brand’s True Music platform and long-term 10-year global partnership with Boiler Room which was pivotal in gaining credibility. This was supported by the launch of their biggest ever international marketing campaign ‘Stay True: There’s No Wrong Way’ in 30+ markets.
Now, as Brand Director for Pernod Ricard UK, Josh is responsible for Jameson Irish Whiskey, Havana Club Rum, Altos Tequila and their Aperitif portfolios. Josh leads a dynamic team from marketing strategy to cross channel execution with recent highlights including Jameson’s shift into the Football passion point – headlined by a partnership with the EFL (English Football League). Other eye-catching initiatives have included tie ups with the likes of Places + Faces x Havana Club, Jameson & Percival merchandise, a Jameson + Football Manager gaming project and Jameson Black Barrel’s restaurant series featuring Black Axe Mangal, ACME Fire Cult + Yard Sale Pizza. All helping establish a dusty old whiskey brand at the heart of modern culture to find it’s next generation of fans.
