Author: Andrew Geoghegan

Andrew Geoghegan

Andrew Geoghegan is chief marketing transformation officer at FMCG giant PZ Cussons. He has more than 20 years of experience in senior planning, insight and innovation roles, including stints at PepsiCo, Nielsen and most recently Diageo, where he was global head of consumer media planning and headed up its customer marketing centre of excellence. He joined PZ Cussons in August 2021. He has written a column for Marketing Week since October 2018.

Opinion Uncategorized

Authenticity is being true to your brand, not pretending to be craft

Andrew Geoghegan

Beneath consumers’ interest in all things ‘craft’ is a desire for brands to be authentic, which means it’s less about the size of the business and more about being seen as trustworthy.

Andrew Geoghegan

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