TBWA\BAI, new york - Co-lead global brand architecture of Chivas Regal, Jameson Irish Whiskey and Seagram's gin
- Helped make Jameson the fastest growing spirit in the US (28% growth in 2008 vs 2007) by curating its premium yet relaxed positioning in a market defined either by cheap whiskey served as shots or snifters of expensive single malts.
- Refined the agency’s and Client's understanding of the meaning of Being Black in America, helping Seagram's Gin become one of Brandweek's Super Brands of 2007
- Lead the crusade for weaving these brands into popular culture, beyond conventional media: 3 years before anyone had avatars orl MadMen versions of themselves on Facebook, offered digitally enhanced portraits to anyone submitting their picture by phone or online, along with a chance to be featured on actual Seagram's billboards in their area.
