A long-serving career marketer in the food and drinks trade, Adrian Troy has been head of marketing and development at the maker of the iconic Irn-Bru brand for more than eight years. Tasked with keeping a brand that is closely tied to its country of origin relevant to a wider audience, Troy led the Glasgow Commonwealth Games sponsorship. It has been vital for him to recognise that brands honour the heritage they have built. Pivotal moments in his career have been seeing the connection that Scots have with Irn-Bru for the first time and realising “just how powerful, meaningful and important brand-consumer relationships can be”.