Brand strategy · PR · earned media · communications · partnerships · experiential · influencer · content · social · paid media · digital

The sectors have changed. The work has not.

Twenty years across music, fashion, sport, drinks, entertainment, gaming and tech. What was built in festivals and music informed what was rebuilt at BACARDÍ; what was rebuilt at BACARDÍ informed how fashion partnerships ran at adidas; adidas informed what was possible at Hull City AFC; all of it informed what Hendrick's Gin became. Different industries. One question that never changes: how does a brand earn the right to belong somewhere in culture - and stay there.

Warner Music · 14th Floor Records · KiDS Records · Hall Place Recording Studios · MAMA Group · BACARDÍ Beginnings · BACARDÍ Triangle · BACARDÍ x Soho House · BACARDÍ x The BRIT Awards · BACARDÍ x Universal Music · Ballantine's x Boiler Room Stay True Scotland · Wilderness · Lovebox · Vintage by Hemingway · The Great Escape · GlobalGathering · Godskitchen · High Voltage · White Air · Secret Garden Party · Glade · Electric Carnival · Eclectricity · Escape Into the Park · V Festival · Orange Playlist · Vodafone TBA · Vodafone Live Music Awards · UK Music Hall of Fame · Comic Relief Does Fame Academy · The Black Sheep · Ben & Jerry's · Rudimental · Bipolar Sunshine · Toddla T · Roses Gabor · Kele Okereke · Bobbie Gordon · Joe Goddard · Jessie Ware · AlunaGeorge · Friendly Fires · Mylo · Ronika · Calvin Harris · Kendrick Lamar · Ellie Goulding · Grandmaster Flash · Tensnake · Snoop Dogg · Wu-Tang Clan · The Roots · The Human League · David Gray · Biffy Clyro · Nerina Pallot · Damien Rice · Ray LaMontagne · Doves · Kasabian · Debbie Harry · James Brown · Bon Jovi · Noel Gallagher · David Guetta · Armin van Buuren · Dizzee Rascal · The Prodigy · Orbital · Jared Leto · Daniel Johnston · Mercury Rev · BBC Radio 1 · Carl Cox & Friends · Hospital Records · Toolroom Knights · Rinse FM · Ed Banger Records · Kitsune · Night Slugs · FWD >> · Defected Records · Coda Music · Universal Music · Bauer Media · The Fly · HMV · Nordoff Robbins · War Child · HMV Get Closer · Live Nation · SJM · Secret Productions

100+ festivals, venues and tours. The full music industry stack. Music as a genuine brand platform.

Label PR at Warner Music Group. Group marketing and communications at MAMA Group across 100+ annual events and 8 international markets. Co-founding Wilderness Festival - Best New Festival. BACARDÍ Beginnings rebuilt music sponsorship into genuine creative participation and was credited with helping launch the careers of Jessie Ware and AlunaGeorge. Ballantine's x Boiler Room Stay True Scotland: four venues, four simultaneous live streams - unprecedented in Boiler Room's history.

Music culture cannot be approximated. You either understand it or you are visible in it for the wrong reasons.

Wilderness · Lovebox · GlobalGathering · Godskitchen · The Great Escape · Vintage by Hemingway · High Voltage · White Air Extreme Sports · Secret Garden Party · Glade · Electric Carnival · Eclectricity · Escape Into the Park · BACARDÍ Triangle · BACARDÍ Beginnings · BACARDÍ x Soho House · BACARDÍ x The BRIT Awards · BACARDÍ x Universal Music · BACARDÍ Untameable · Ballantine's x Boiler Room Stay True Scotland · Hendrick's Gin · Y-3 · Y-3 SPORT · Y-3 NOCI · adidas by Rick Owens · adidas by Raf Simons · Porsche Design Sport · Hammersmith Apollo · Kentish Town Forum · Barfly · Heaven · The Borderline · The Garage · Jazz Cafe · Hoxton Square Bar and Kitchen · The Vaults Waterloo · Old Vic Tunnels · Phonica Records · The Savoy · One Mayfair · Albert Hall Manchester · Old Fruit Market Glasgow · The Clocktower New York · Royal Albert Hall · The Black Sheep Pub · V Festival · Vodafone Live Music Awards · Hull City AFC · England U21s vs Kosovo · Pepsi · Vodafone · Tuborg · JTI · HMV Get Closer

83:1 ROI on a festival. A private island off Puerto Rico. Best New Festival. The world's first post-catwalk hype drop.

100+ events annually at MAMA Group. Six seasons of Paris Fashion Week across six fashion brands. Godskitchen Boombox across 20 cities on five continents. Wilderness built from nothing into an award-winning cultural platform. BACARDÍ Triangle on a private island off Puerto Rico with 1,862 guests. Vintage Festival x Sgt. Pepper's x Sir Peter Blake: three front pages and BBC News at Ten. Palm Treo Pro launch at The Black Sheep pub with Sir Chris Hoy and Karren Brady.

The best experiences are engineered so the earned amplification is larger than the event itself.

BACARDÍ · BACARDÍ Beginnings · BACARDÍ Triangle · BACARDÍ x Soho House · BACARDÍ x The BRIT Awards · BACARDÍ Untameable Since 1862 · Ballantine's · Ballantine's Brasil · Ballantine's x Boiler Room · Hendrick's Gin · Refreshing Encounters · Hendrick's x Accidentally Wes Anderson · Hendrick's x Katz's Deli · Hendrick's x Lord's Cricket Ground · Hendrick's x Project Seagrass · Hendrick's x Compulsory Films · Hendrick's Gaming Chaise · Wilderness Gastronomy · Sainsbury's · Ben & Jerry's · Soho House · The BRIT Awards · Universal Music · Coda Music · Bauer Media · VICE · Drinkaware · Nordoff Robbins · Portman Group

From sponsor to cultural owner at BACARDÍ. From challenger to category leader at Hendrick's Gin.

At BACARDÍ: three world-first content mechanics, a private island party for 1,862 guests, and platforms credited with helping launch the careers of Jessie Ware and AlunaGeorge. At Ballantine's: demonstrating that in a dark market, culture and design do the work advertising cannot. At Hendrick's: global brand marketing across 100+ markets, category leadership and the world's first gaming chaise.

Brands that earn cultural standing outperform brands that buy it. Every time.

adidas · Y-3 · Y-3 SPORT · Y-3 NOCI · adidas by Raf Simons · adidas by Rick Owens · Porsche Design Sport by adidas · adidas NEO · Virgin Galactic · Wallpaper · i-D · VICE · Matches Fashion · Yohji Yamamoto · Rick Owens · Raf Simons · Winnie Harlow · Neelam Gill · Luka Sabbat · Virgil Abloh · A$AP Bari · Gosha Rubchinskiy · Cali Dewitt · Michal Pudelka · YungJun Koo · Nathalie Canguilhem · Alessandro Brighetti · TAO Dance Theatre · PHIX London · Broadwick Live · Pat McGrath · Wayne Hemingway · Ballantine's Brasil · Fernando Volken Togni · Hull City x Umbro

The world's first post-catwalk direct-to-consumer hype drop. A Wallpaper cover feature on a partnership that cost nothing.

Built the global PR, content, creator and experiential function for adidas's Fashion Partnerships division from scratch across six brands and six seasons of Paris Fashion Week. Replaced both the PR agency and events agency and rebuilt the brief from scratch. Y-3 NOCI 0003: 3,000 individually numbered pairs dropped immediately after the SS17 catwalk show. Y-3 x Virgin Galactic: a six-page Wallpaper cover feature.

Fashion moves on creative authority. The work earned it.

Hull City AFC · KCOM Stadium · Umbro · SportPesa · BBC Local Radio · Mind · WWF · Trussell Trust · The Beats Bus · The Together Project · Viking FM · Cash for Kids · Woodland Trust · Humber Street Sesh · Kick It Out · NCS · Tigers Trust · Hull College · EFL · FA · England U21s · adidas · Y-3 SPORT · Porsche Design Sport · White Air Extreme Sports · Soccer Aid · ITV

A full brand and commercial reset during relegation. First net-positive sentiment in four years.

At Hull City: a full estate rebrand, a supporter-led crest redesign, the EFL's first club-owned OTT platform, the EFL Championship's first integrated fan app, a BBC Local Radio deal negotiated from scratch, a year-round member events and community programme, and a business handed back ready for sale.

Sport is where brand equity and community trust are the same thing.

Endemol UK · Big Brother · Celebrity Big Brother · Big Brother's Little Brother · Big Brother's Big Mouth · Deal or No Deal · Charlie Brooker's Screenwipe · Would I Lie to You · Soccer Aid · Fame Academy · Animal Park · BBC Worldwide · Top Gear · BBC Good Food · BBC Earth · LoveEarth.com · Warner Music · MAMA Group · The Fly · Orange Playlist · Vodafone TBA · Vodafone Live Music Awards · UK Music Hall of Fame · Comic Relief Does Fame Academy · Secret Cinema · Daniel Johnston · The Heritage Orchestra · The Last Tuesday Society · Intelligence Squared · The Idler Academy

Big Brother. Top Gear. BBC Good Food. YouTube and iTunes before they had playbooks.

Broadcast PR across major UK formats at a time when television was still the primary cultural conversation. Early digital platform launches at BBC Worldwide - YouTube, iTunes, MySpace - before social media marketing existed as a discipline. Wilderness arts programming: Secret Cinema, Daniel Johnston and The Heritage Orchestra, The Last Tuesday Society.

The ability to read culture accurately and act before the data confirms what the signal already said. That is the work.

Sony PSP · Nintendo of Europe · Mario Kart Wii · Wii Fit · Super Smash Bros. Brawl · Pokémon Platinum · Animal Crossing · Professor Layton · Rhythm Paradise · Sky HD · Palm Treo Pro · Hull City Tigers TV Live · Hull City Consumer App · BBC Worldwide · YouTube · GlobalGathering iTunes podcast · Godskitchen iTunes podcast · MySpace · BACARDÍ Beginnings SoundCloud · Hendrick's Gaming Chaise · StreamAMG · Hypebeast · Highsnobiety · Esquire · PC Gamer · HMV Get Closer

Industry firsts across OTT streaming, fan apps, gaming launches and digital release mechanics.

Consumer technology and gaming launches at Cake Group across Sony PSP and Nintendo of Europe. Sky HD. Palm Treo Pro at The Black Sheep pub with Sir Chris Hoy, Human League, Piers Morgan, Sean Locke and Karren Brady. Hull City: the EFL's first club-owned OTT and the EFL Championship's first integrated fan app. BBC Worldwide's YouTube and iTunes launches. The world's first 3D-printed record store and the first social-unlock digital release mechanic.

Technology is most interesting when it serves a cultural idea rather than announces a capability.

 Rudimental · Bipolar Sunshine · Toddla T · Roses Gabor · Kele Okereke · Bobbie Gordon · Joe Goddard · Jessie Ware · AlunaGeorge · Friendly Fires · Mylo · Ronika · Calvin Harris · Kendrick Lamar · Ellie Goulding · Grandmaster Flash · Tensnake · Debbie Harry · James Brown · Bon Jovi · Noel Gallagher · Snoop Dogg · David Gray · Biffy Clyro · Nerina Pallot · Damien Rice · David Guetta · Armin van Buuren · Dizzee Rascal · The Prodigy · Orbital · Jared Leto · Winnie Harlow · Neelam Gill · Luka Sabbat · Virgil Abloh · A$AP Bari · Gosha Rubchinskiy · Cali Dewitt · Michal Pudelka · YungJun Koo · Sir Peter Blake · Fernando Volken Togni · Kate Moross · Studio Moross · Nathalie Canguilhem · The Perlorian Brothers · Compulsory Films · Alessandro Brighetti · TAO Dance Theatre · Tom Oxley · Wayne Hemingway · Yohji Yamamoto · Rick Owens · Raf Simons · Pat McGrath · Yotam Ottolenghi · Fergus Henderson · Sam and Sam Clark · Skye Gyngell · Thomas Hunt · Intelligence Squared · The Idler Academy · Daniel Johnston · The Heritage Orchestra · The Last Tuesday Society · Secret Cinema · BBC Radio 1 · Carl Cox & Friends · Hospital Records · Toolroom Knights · Rinse FM · Ed Banger Records · Kitsune · Night Slugs · FWD >>

From music artists and fashion designers to gastronomy curators and arena hosts. Creators who genuinely belong, not creators who are paid to appear.

At BACARDÍ Beginnings: artist advocacy built around genuine creative collaboration - credited with helping launch careers of Jessie Ware and AlunaGeorge. At adidas: replacing ad-hoc gifting with a tiered credibility-led ecosystem. At Hendrick's: governing a global creator strategy across 100+ markets using a 1%/9%/90% segmentation framework.

Influence is not reach. It is trust. And trust is the only thing that cannot be bought at scale.

Y-3 x Virgin Galactic · BACARDÍ x Soho House · BACARDÍ x The BRIT Awards · BACARDÍ x Universal Music · BACARDÍ x Tom Oxley · BACARDÍ x Kate Moross · Ballantine's x Boiler Room · Ballantine's Brasil x Fernando Volken Togni · Hendrick's x Accidentally Wes Anderson · Hendrick's x Katz's Deli · Hendrick's x Lord's Cricket Ground · Hendrick's x Project Seagrass · Hendrick's x Compulsory Films · Hendrick's x The Perlorian Brothers · Hendrick's x Gaming Chaise · Wilderness x War Child · Wilderness x Yotam Ottolenghi · Wilderness x Secret Cinema · Hull City x Mind · Hull City x WWF · Hull City x Trussell Trust · Hull City x The Beats Bus · Hull City x Viking FM · Hull City x Umbro · Hull City x SportPesa · Hull City x Woodland Trust · Hull City x Kick It Out · Hull City x NCS · Hull City x Tigers Trust · Hull City x Humber Street Sesh · The Great Escape x The Guardian · HMV Get Closer · Pepsi · Vodafone · Tuborg · JTI · KCOM

A sponsorship buys a badge. A partnership builds something neither brand could have built alone.

Every partnership here started from one question: what does this brand credibly belong next to, and what does that adjacency unlock? The answer has to be specific enough that it could not apply to any other brand. Y-3 x Virgin Galactic. Hendrick's x Katz's Deli. Wilderness x War Child. Hull City x Mind. The Great Escape x The Guardian.

Precise cultural positioning is what earns coverage, advocacy and long-term equity. Generic adjacency just earns invoices.

Hendrick's Gin · BACARDÍ · adidas · Y-3 · Hull City AFC · MAMA Group · Wilderness · Lovebox · GlobalGathering · The Great Escape · Vintage by Hemingway · Warner Music · 14th Floor Records · Endemol UK · BBC Worldwide · The Fly · Wallpaper · i-D · VICE · Vogue · WWD · Hypebeast · Hypebae · Highsnobiety · Esquire · Guardian · Observer · BBC News · People · Forbes · New York Times · Late Night with Seth Meyers

25,100 editorial placements across 30 markets. A Wallpaper cover. BBC News at Ten. Campaign magazine Notable Campaign of the Year.

PR is not publicity. Publicity is getting mentioned. PR is controlling the narrative - what the story is, who tells it, in what order, through which voices. The earned media work spans music, fashion, sport, drinks, entertainment, gaming and tech. From individual artist campaigns to 100+ market global brand platforms to club sale-readiness communications.

The reach was always a consequence of the credibility. In that order.

Hull City AFC · Tigers TV Live · StreamAMG · Hull City App · Hendrick's Gin · BACARDÍ Beginnings SoundCloud · BBC Worldwide · YouTube · iTunes · MySpace · adidas · Kantar · Nielsen · BHT · DCO · CRM · EFL · Google Display Network · Facebook · Instagram · JCDecaux · Clear Channel

Day 30 retention double the all-app industry average. Newsletter open rate three times the industry average.

Digital strategy built backwards from a business problem, not forwards from a channel. At Hull City: first-party data ownership, five-tier CRM segmentation, an OTT platform and consumer app built from the financial case that the existing solution was underperforming. At Hendrick's: 57 dynamic creative formats, a four-stage paid ecosystem and a measurement framework spanning brand health tracking to Marketing Mix Modelling.

Digital channels are not a strategy. They are infrastructure. The strategy is what the infrastructure is built to do.

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