Tether’s new role will see him build credentials for the company within the alcohol industry. PSLive said it is keen to develop through building links within the drinks industry.
He joins the business from Speciality Drinks, having previously worked for in-trade and consumer across a range of different global brands. He has worked in PR and events throughout his career, a factor which PSLIVE said will make for a "smooth transition" into the business.
Michael Brown, managing director of PSLive, said: "Building category-specific experts into the PSLive growth plan that complement traditional roles within the agency is key to the success of a gutsy investment strategy. Tether brings a huge amount of experience to the party."
Tether said: "To be joining PSLive as its head of alcohol is extremely exciting for me at a time when the agency is in rapid growth.
"After almost 15 years drinks industry experience, I am now looking to grow the alcohol portfolio at PSLive by harnessing our unique offering, detailed category understanding and up-to-the-minute insights in order to deliver creative campaigns that deliver unquestionable commercial impact."
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