Born and educated in South Africa, he read English and Psychology at Witwatersrand University. He went into advertising after university in 1959 and moved to London in 1961. He became a new brand developer in 1969 and has worked in the field ever since.
His focus has been on the food and drink categories and his major relationship was with the global drinks company, IDV/Diageo, for whom he worked as a consultant continuously for 36 years. His repertoire of new brands includes "Baileys Irish Cream", "The Singleton Single Malt" whisky, "Tanqueray Ten" gin and "Ciroc" vodka.
He is a believer in simplicity and feels that too many companies waste too much money on over-analytical, over-researched brand development. As his Linkedin profile states, his speciality is ‘Indecently hasty, cost-effective, no-bullshit new brand ideas’.
He has just completed a book about his experiences. It is called “That s*it will never sell!” It can be previewed on www.thatshitwillneversell.com and is available to buy on-line via the website.Veranstaltungen