Feature

Brand manager of the week: Adam Boita

Marketing manager, Pernod Ricard UK.

Adam Boita, marketing manager, Pernod Ricard UK
Adam Boita, marketing manager, Pernod Ricard UK

Describe yourself in three words.

Creative, curious, passionate.

How would you define marketing?

Following consumers, moving quickly and catching attention.

What would you be if you weren't a marketing manager?

A travel photographer for National Geographic.

What advice would you give someone starting their marketing career today?

Make sure that you are passionate about the brand that you work on - everything else will fall into place.

What attracted you to your current job?

Absolut was in the top three brands that I always wanted to work on. It has such a great heritage and such iconic advertising - it was a no-brainer. The fact that it also came with Beefeater Gin, Plymouth Gin and Olmeca Tequila, which are exceptional brands, was an amazing bonus.

What was your first job?

Junior product manager for Sony PlayStation Europe.

How did you get your first job?

I worked in the post room and in the PR department doing all the press cuttings and delivering the mail. I certainly got to know everyone in the business within two months and then, when a junior product manager position came up, I seized the opportunity with both hands.

What was your finest hour?

Collaborating with Jamie Hewlett for our Absolut London Limited Edition.

What's your greatest ambition?

To run my own brand.

If you were a brand what would you be and why?

HTC - 'quietly brilliant'.

What is your favourite ever marketing campaign?

Terry Tate for Reebok.

What is your all-time favourite slogan?

'Just do it.'

Do you have a marketing mentor?

I have a network of industry contacts I keep in touch with - they give me a really good blend of advice.

Who is your most-admired person in business?

Michael Acton Smith.

What marketing trend is dominating your job at the moment?

How to truly integrate digital.

What hobbies do you have?

Photography, surfing, snowboarding, guitar.

If you weren't you, who would you be?

Lead singer in Biffy Clyro.

What makes you angry?

I don't really get angry.

What is your favourite pub?

The Edinburgh Cellars on Newington Green, North London.

What's your favourite holiday destination?

I never go to the same place twice; I always want to experience somewhere new. However, if I had to pick: India on the Rickshaw Run - driving a tuk-tuk 2500km in a race for the Frank Water charity.

What does your perfect day involve?

A mixture of creative, media and commercial.

What's your guilty pleasure?

Pret A Manger Chocolate Croissants.

If you could get tickets to any event, what would it be?

The first Virgin Galactic Flight.

What are the perks of your current job?

I get to travel frequently. We have some of the best experiential events in the business. More importantly, I get to work with and for inspiring and talented people.

What is your most indulgent purchase?

My camera.

What headline would you most like to read in Marketing?

'Absolut wins Cannes Lions'.