Kay McCarthy is a global brand strategy leader in her field. Kay’s experience spans both client and agency side. At Diageo, Kay shaped the Guinness brand positioning strategy to pivot the brand on its journey from being an old man’s drink to being a drink relevant for people of all generations. During her communications agency career as EVP Strategy for McCann Worldgroup in both Dublin and London. Kay led award winning multi-market and consumer brand-led strategies for Tourism Ireland, for Coca-Cola Company, Nestle, Xbox and Failte Ireland
In 2008, Kay set up MCCP as a leading strategic partner to clients who want to create transformative growth through insight led strategy, communications, innovation and culture change. Some examples of transformative strategies that Kay and her team have led include ‘GB five year return to growth strategy’, the Wild Atlantic Way proposition, the brand positioning for Heineken to the cider category with both Orchard Thieves and Appleman’s propositions and the repositioning of the education DIT brand to TU amongst other.
At DMX Dublin, Kay and Julie will be speaking about...
Why Strategy Is The Backbone In Getting To No.1
Strategy is an often-misused word that describes the fundamental, often difficult decisions that brands need to make. Strategy requires clarity of focus and ambition, informed inputs and an engaging process that aligns people along the journey.
What was once part of the annual planning cycle, strategy is now vital for all brand marketers to own; to create alignment across internal and external team structures throughout each individual brand’s journey.
An example can be seen in how Heineken Ireland created not one but 2 cider brands over the past 3 years and in doing so have reinvented the entire Irish cider category.
An Agency-Client double act, Kay McCarthy will be joined by Julie Wells, Head of Cider, Heineken to share some of the learnings in creating a strategy to not just create a brand but one that transforms business.