Martin Riley, chief marketing officer, Pernod Ricard

Riley continues to bang the drum for premiumisation, but, while Pernod Ricard is doing well in emerging markets, like many other drinks firms it is battling a tough environment in Western Europe.

Perhaps it’s because he’s based in Paris, but Riley has never achieved the same industry fame as some of his alcohol-industry counterparts.

However, over the coming years, Riley’s profile is bound to rise: in March he was elected president of the World Federation of Advertisers, where he will be responsible for leading the body’s efforts to champion responsible marketing and improve the effectiveness of marketing spend.

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