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Pernod Ricard’s top UK marketer on increasing marketing’s ‘share of voice’
UK marketing director Leanne Banks says shifting focus from commercial goals to creativity is helping Pernod Ricard take on its bigger rivals.
Leanne Banks went against her own advice when she returned to Pernod Ricard UK as its marketing director last year.
She first worked at the spirits-focused business, which owns brands such as Malibu, Jameson and Beefeater, between 2005 and 2008 as a brand manager and senior brand manager. In the intervening years, Banks has worked at businesses including Bacardi and LVMH, before returning to Pernod Ricard in 2021.
