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Former Grey chairman Paul Gardner joins ASM Liquor, ad pitch for new and existing brands to follow

Paul Gardner

Paul Gardner, the long-time boss of advertising agency Grey, has taken on a new role as president of Australian boutique spirits company ASM Liquor.

Gardner, who was chairman of Grey Australia and New Zealand for 20 years before stepping down in February, joins a company whose brands include Rocking Angel, Vodka O and Tequila Blue.

ASM Liquor CEO Tim Szonyi told Mumbrella: “We’re looking to launch new brands here and overseas, and relaunch other brands. We’ve wanted the industry’s best talent to do that, and we’re excited to get Paul on board.”

Szonyi said ASM is currently working with design agencies Monday Collective and Wonder Mint on branding and packaging, but a pitch for creative agencies would follow in the near future.

“Once we get through the design phase, we’ll invite agencies to pitch to us both in Australia and overseas,” he said.

Recent marketing activity by ASM Liquor saw Vodka O launched a short film competition for budding film-makers and creatives. Szonyi said the company’s marketing efforts will focus on this brand for now.

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