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IoT Agency SharpEnd Solidifies Client Services Team With New Brand-Side Hires

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SharpEnd, the Internet of Things agency, has bolstered its client leadership team with the addition of client-side marketers Eddy Peters and Paul O’Connor.

Eddy joins from Pernod Ricard’s Gin Hub, where he was the global digital lead, responsible for spearheading digital strategies across the gin portfolio. Paul arrives from his global Brand Manager role at Ballantine’s – having developed the brand successfully whilst on assignment in India before relocating to Chivas Bros in the UK. These new hires add to SharpEnd’s existing client team which already includes dedicated leads across Fashion and Cosmetics.

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The appointments are part of an ambitious growth strategy, supercharged by the recently announced strategic investment from Guala Closures – the world’s largest closures manufacturer with a range of IoT-enabled solutions for Wines & Spirits brands. SharpEnd has a strong track record in drinks innovation, having pioneered connected bottle and on-trade programmes for the likes of Böen, Absolut and Jameson. SharpEnd was also announced as the first ever IoT agency of record by Pernod Ricard in 2017.

Eddy will lead the agency’s focus on Wines & Spirits, with Paul managing the agency’s development of the FMCG sector – another key vertical for the agency with existing clients such as PepsiCo, Unilever and Nestlé. Both will report into Managing Director Rob Hollands.

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Cameron Worth, CEO of SharpEnd, said: “As an Agency CEO I read a lot about the challenge of keeping staff at agencies, tending to favour an eventual move client-side. In our constant quest to re-write the rules, SharpEnd is proud to be welcoming brilliant client-side marketers to our rapidly growing business. I look forward to seeing them support our growth across our key verticals of fashion, cosmetics, FMCG and drinks”

Peters added: “Moving agency-side is an exciting challenge and moving to SharpEnd even more so – it’s a pioneering Internet of Things agency, it already has an enviable client list and its creative-first approach makes it a natural fit for me!”

O’Connor said: “I’m looking forward to bringing my international experience to SharpEnd’s growing client portfolio. The pace and rate of growth at SharpEnd is what I found attractive, and it hasn’t disappointed! I’m looking forward to playing my part in that journey.”

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