Andy Sutherden

Recommending, negotiating and launching Gillette’s sponsorship of David Beckham is my greatest professional achievement to date. It satisfied me - and our agency - that big brand ideas were no longer the intellectual copyright of advertising agencies.

I have consulted brands involved in every FIFA World Cup and European Championship since 1996. Each campaign has demanded creative flair; to elevate sponsors above the ‘clutter’; to improve brand favourability; and ultimately drive sales.

As Editor of the country’s first magazine for junior rugby fans, I have an expertise in youth marketing. This role also gave me a true appreciation of the words ‘deadline’ and ‘news story’.

Being part of the bid team that won the London 2012 Olympics has made me an evangelist in defining a message, knowing your target audience and being single minded when it comes to the desired outcome. 

Carling has won more industry awards for its support of domestic football than any other brand. My 14 years experience of working on this sponsorship has taught me the need for relentless campaign innovation and being able to prove a constant – powerful - return on investment .

In my persona as Timmy Tryline (England’s first ever rugby union mascot), I learnt the importance of never taking yourself too seriously!  Humility and humour are desirable characteristics in any consultant.