Jonny is Managing Director responsible for client, brand and sponsorship management. Having previously worked for Williams F1 and most recently for JMI, Jonny brings industry leading experience developing and executing successful sponsorship programmes for blue chip brands in sport including PepsiCo, Hewlett Packard, Thomson Reuters, Petrobras, Hilton International, Lenovo and Diageo.
Jonny led LG Electronics into Formula One as a Global Partner and oversaw their global activation programme resulting in over 50 local marketing teams using the F1 property to enhance marketing campaigns and drive sales. Under Jonny’s stewardship LG was consistently the most exposed brand in Formula One’s broadcast coverage reaching over 515 million unique viewers each year.
Most recently Jonny took on responsibility for Diageo’s stalwart brand, Johnnie Walker. With a focus on Asia Johnnie Walker looked to use the style and sophistication of Formula One and the Vodafone McLaren Mercedes team to boost engagement with a younger more affluent demographic. The results in countries including Malaysia, Singapore, Indonesia, Philippines, China and India showed impressive gains commercially as well as advancing brand perception, affinity and loyalty to the brand.
Jonny’s broad experience in international sports marketing spans strategy consultation and rights acquisition, return on investment maximisation, experiential marketing, events and hospitality, measurement and evaluation, and local market asset exploitation.