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…

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