Garbhan O’Bric Diageo
Baileys global brand director (outgoing)
For O’Bric, 2015 was the year that Baileys "pushed the envelope" and continued on its journey from fuddy-duddy cream liqueur to modern, relevant brand. Sponsorship of the Women’s Prize for Fiction, now in its second year, and tie-ups with retailers such as Matches, has enabled the brand to reach new consumers. "Our tails are up. We now have the confidence and boldness to move into these new spaces," says O’Bric.As the Baileys brand turnaround nears completion, the question is what’s next for O’Bric, a charismatic marketer who has crafted a career from audaciously taking on challenges.