The latest episode of The Irish Marketing Podcast’s summer creative series features an in-depth conversation with Kevin Keenan, owner of Cobblestone Brands and one of the Irish advertising industry’s most versatile creative figures.
In the episode, Keenan traces a career spanning more than 20 years, from his early days at Cawley Nea and TBWA, to co-founding the award-winning creative agency Guns or Knives which became part of Rothco.
He also reflects on the commercial realities of moving from creative director to agency founder, including the challenges of building a business during the recession, as well as some of the standout work from that period, including Meteor’s irreverent “Christmas Limited” campaign.
The conversation then turns to Keenan’s move into the drinks industry and his role in the development of Glendalough Distillery. He discusses the thinking behind positioning the brand around the story of St Kevin and how years spent working with global drinks brands helped shape a faster and more instinctive approach to brand strategy. Glendalough was subsequently acquired by Mark Anthony Brands in 2019.
Today, Keenan is focused on growing Cobblestone Brands, which has built a portfolio of eight spirits brands, with a ninth set to be added. He discusses the company’s recent acquisitions of Bisquit & Dubouché Cognac and Cabo Wabo Tequila from Campari, as well as Nephin and Clontarf whiskeys from Pernod Ricard.
Keenan also explains the concept of “dead reckoning” — an experience-led approach to strategy which, he argues, allows businesses to make quicker, high-stakes decisions without relying on months of traditional research.
The episode offers a wide-ranging look at creativity, brand building, entrepreneurship and the lessons Keenan has carried from advertising into the global drinks business.
The Irish Marketing Podcast is brought to you by Adworld.ie and Tinpot Productions. It is hosted by Daryl Moorhouse.
