Issue link: https://digital.copcomm.com/i/455266
68 / the tasting panel / january/february 2015 COVER STORY If you crave a different kind of buzz, chances are Pernod- Ricard USA (PRUSA) is satisfying your thirst. The digital social revolution of the last decade has markedly changed the face of sales and brand marketing, and the proverbial heads of state at PRUSA sought out a team of visionaries back in 2011 to help re-tool their approach to on- and off-premise marketing. In November of 2013, Frank Polley, a seasoned marketer who hails from Diageo, InBev and then Heineken, was brought on board to focus PRUSA's visions for Trade Marketing with a goal of "Building the leading Center of Excellence within Pernod- Ricard Globally" and one that had a "strong future built on solid foundations," At Pernod Ricard's HQ in New York City, its founding father's mission lives on. Meet the marketing masters: Chris Patino, Director of Brand Education; Mitch Cristol, Director of Trade Marketing; Marime Riancho, Director Multicultural Marketing; Steve Chasen, Director of Trade Marketing; Ed DeLoreto, Director On-Premise and Consumer Engagement; Carol Giaconelli, Director of Marketing Operations; Frank Polley, Vice President Spirits Trade Marketing. MEET THE INFLUENCERS BEHIND PERNOD-RICARD'S NEW WAVE OF TRADE MARKETING by Jonathan Cristaldi / photos by Tim Murray Pioneering Channels of the Future