What about…Enda O’Sullivan, William Grant & Sons Marketing Ltd?
Global brand director Enda O'Sullivan gives ShelfLife the low-down on his likes, loathes and loves.
Print14 February 2011
What’s your job title?
Global brand director – Sailor Jerry Spiced Rum
Your favourite off-licence?
Redmond’s in Ranelagh
How do you describe yourself?
Energetic, optimistic and passionate about people. Some in our small office would say very loud and not a great morning person.
What’s your favourite drink?
It has to be a Sailor Jerry Rum on the rocks mixed with ginger beer and a wedge of fresh lime.
What’s your favourite drink brand, outside of any brands you may represent, and why?
Coopers Pale Ale, a great family owned boutique beer from Australia where I spent a big part of my life.
Should drink ads be limited/banned, why/why not?
I don’t believe drinks advertising should be banned. Advertising plays a critical role in helping consumers make informed choices, however it is crucial that drinks companies market their brands responsibly and appropriately target their consumers through their media choices, ensuring the products are not promoted to consumers below the legal drinking age. As a company, William Grant & Sons has a strict Code of Marketing Practice and all our brand advertising complies with this code.
What piece of legislation would you introduce/change?
Abolish all car clamping laws.
The best gift you ever received?
My two children
What possession could you not live without?
My iPhone. It keeps me up to date with all the news and political/sporting goings on in Ireland while I’m away trading with work.
What was your first job?
Lounge boy in The Viscount Pub in Dublin, closely followed by supermarket shelf stacker in Dunnes Stores.
What’s the worst ad ever?
After moving back to Ireland in August last year, I really enjoyed watching The Apprentice for the first time, but those No Nonsense insurance ads did a great job of almost making me turn the TV off!
What’s your favourite drink ad at the moment?
I love the recent Innocent Smoothie superhero work – it’s founded on a strong insight and I thought it injected some of that quirky personality that the brand used to have when it started out.
Country & western or rock ‘n roll?
Rock ‘n Roll
Who is inspirational in the Irish trade?
I have a huge amount of admiration for small business owners who are doing a great job day in, day out, investing in their customers and keeping their stores going in very challenging times. The good thing about recessions is that they always end and are almost always followed by economic growth as consumer spending returns.
What (if anything) was the last thing you bought on the Internet?
A number of copies of a book called ‘Eat the Big Fish’ for my team. It’s an easy and enjoyable read by an ad guy on how small, niche brands with a clear sense of identity can take on bigger, better funded competitors and still win.
What’s your favourite food?
Five years living in Australia has given me a deep appreciation for the no-nonsense, down to earth BBQ.
Wine or beer?
Rum
What makes you laugh?
Good food and drink with good friends.
Favourite insult?
As a good friend from Longford often reminds me: “If you had any more brains you would be a half wit”.
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