Suso Drinks has boosted its marketing team with two new appointments with the aim of boosting the brand’s experiential and branded content work. It comes as the company reveals new deals with EMI and Oakley.
The start-up company has appointed former Red Bull marketer Heather Gillespie to lead its experiential strategy. She previously worked on Red Bull’s student programme and on its brand activity. She will work closely with Fiona Bosman, also a former Red Bull marketer and Suso’s first appointment (MW February 21).
It has also bought in Mei-Ling Rider to head its branded content strategy. She joins from Extreme TV where she was head of content and media.
A company spokesman says it is now working in partnership with “like-minded” companies such as Vice Magazine, EMI and Oakley to create content and collaborate in events that provide “interactivity between their audiences”. He says Suso is in talks to create tie-ups with other brands.
The developments come as Suso prepares to launch its branded, quarterly magazine, Susology, on June 9. It will be available in selected retailers, bars and cultural centres. At the same time, it is also launching its new website (MW March 27).
It is part of the company’s plan to develop original content and act like a “media owner”.
The spokesman says it has been commissioning one-off projects such as “art works and writings”, which will feature on its site.
He adds that Suso Drinks has chosen not to take the traditional advertising approach to establish the brand in the market and it does not have a retained agency. But he adds, “that will change as we grow”.