Not so Innocent now

Innocent Drinks marketing director Richard Reed is a smooth(ie) operator and no mistake. The svelte adman turned right-on entrepreneur wowed Marketing Week‘s Brands Summit with his talk on building brands with real credentials, “A guide to not faking it”.

In the Q&A session afterwards, Reed’s little-boy-lost looks and coy humour were too much for one delegate, who introduced herself as AJ from 02. “I just want to know if you have a girlfriend,” she gushed. Reed shrugged bashfully and mumbled, while chairman Paul Barber – formerly marketing director of the FA – said the question made him feel like Cilla Black.

Earlier, Reed told the conference that when it came to employment, he’d sack someone if they weren’t committed to their job, even if it meant leaving a major role vacant. “I’d rather have a hole than an asshole,” he quipped. And as the fruity 02 marketer showed, you can take that in more than one way…

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here