Diageo awarded its regional Guinness account to BBDO earlier this year, shifting it from Saatchi & Saatchi. The company is looking to build the Guinness brand beyond Southeast Asia and re-establish the stout as the beer of choice for younger drinkers
Braithwaite joins from Iris Singapore, where he has been handling the regional Sony Ericsson business for the last two years. He began his career with Iris London, and has managed brands such as Jack Daniel’s and The Discovery Channel.
Jean-Paul Burge, CEO of BBDO/Proximity Singapore, said: “We are delighted that Joe agreed to join us. He possesses the key agency values and his integrated experience will be an asset to the company”.
Iris recently appointed Dan Saxby to the position of global client director on the Sony Ericsson business, based in London.
