Kirsty Cowan
Group Business Director
“My job is to understand the client’s business environment and drivers from every angle, and deliver the right strategy to ensure their objectives are met and their brand value is realised”.
Kirsty joined Guinness Ireland (now Diageo) in 1998, where she headed up a new consumer planning department, overhauling the research department and kicking off a programme of insight and proposition development for several core brands. For over three years, Kirsty helped to ensure that the Guinness brand portfolio retained its market share despite a fast-changing market and a very competitive environment.
Back in England, Kirsty joined Propaganda's planning department. She was instrumental in developing planning within the agency and working on the creation of the Propaganda discovery programme, as well as the development of the models which continue to direct our work today.
Kirsty was appointed to the position of planning director in 2003, a post she held for two years, before being appointed as a Group Business Director in 2005. In this role, Kirsty oversaw brand stewardship for a core group of clients.
Kirsty now heads up the BrandMultiple division of Propaganda, working with businesses pursuing merger or acquisition activity.
Kirsty was recently named Marketing Consultant of the Year in the MCA Consultant of the Year Awards 2007, in association with the Sunday Times.
