Tennent’s has a rich heritage in live music, an association that refreshed and energised the brand’s connection with young drinkers, delivering long term ROI as a critical pillar of brand health proven to increase brand relevance, consideration, and purchase amongst the target 18-24yo audience.

Music was a core recruitment platform and I was responsible for the activation and optimisation of contracted rights as founding partner in T in the Park, the original and biggest outdoor festival in Scotland. In this role I led internal cross-functional and external cross-agency teams to build outstanding brand experiences and activation plans, putting the brand and product at the heart of T in the Park.

This was an all encompassing and year-round role in which I was responsible for managing every element of brand planning and activation:

• strategic and tactical integration to brand plans

• rights owner relationship with partner DF Concerts, joint planning and working as an extended team with Tennent’s core sponsorship agency and DF marketing/ops teams

• ensuring compliance with approval processes (contractual rights and IP)

• PR (working with DF/agencies to deliver a six-month PR campaign incl media relations, promotions, media partnerships, onsite media activation)

• integration of key brand initiatives such as T Break, Be Chilled, ATL campaigns, NPD

• on and off-trade channel activation, supporting sales and trade marketing colleagues to commercialise rights i.e. on-pack promotions

• VIP trade customer experience at event

• ticketing (staff and trade, circa 3500 tickets tracked and distributed annually) and on-site box office management (VIP guests)

• event branding

• creative development and project management of event experiential activity

• pouring rights activation and logistics (beer+cider supply and quality across ten+ bars)

• internal staff engagement

I also developed and ran an e-commerce Tennent’s Lager pre-ordering service for campers called Be Chilled - you can find out more about it here.