Creative agency Thirst hires branding heavyweight behind Budweiser and Campbell’s Soup redesigns to spearhead North American growth
Thirst Hires Branding Expert for North American Growth – Food & Beverage Magazine
- Former Turner Duckworth Director of Client Services Bailey James appointed creative agency Thirst’s first North America Managing Director
- Ex-Pearlfisher development director James has led accounts for some of the biggest names in food and beverage, with over 15 years at the sharp-end of global branding, including oversight of two Budweiser redesigns and another with Campbell’s Soup in 2021
- New York-based James believes Thirst’s unique approach to ‘strategic storytelling’ set it apart in North American beverage design dominated by minimalism
- Thirst founders Chris Black and Matt Burns step up into group MD and executive creative director roles
- The agency’s already impressive client roster on both sides of the Atlantic includes Remy Cointreau, Brooklyn Brewery, and Boston Beer Company
SPECIALIST creative agency Thirst has launched the next phase of its expansion in the US and beyond with the hire of one of the brightest talents in brand and design to lead its North American division.
Bailey James joins UK-founded Thirst from Turner Duckworth, where she was most recently Senior Vice President and Director of Client Services during a seven year spell that included work with Blue Chip brands such as General Motors, Vitamin Water, BlackRock, and Samsung.
The former Pearlfisher Development Director has led accounts for some of the biggest names in food and beverage, with over 15 years at the sharp-end of global branding, including oversight of two Budweiser redesigns and another with Campbell’s Soup in 2021.
The branding expert also brings direct experience driving US growth for a UK-founded creative agency having been JKR’s first state-side employee in 2012.
Based out of New York, James becomes Thirst’s first North American Managing Director, and will initially focus on developing and strengthening the agency’s already impressive client roster on both sides of the Atlantic including Remy Cointreau, Brooklyn Brewery, and Boston Beer Company.
The longer-term aim is to grow the agency across North America, with geography no barrier in who will join the team as she aims to increase the diversity of clients and creative talent at the agency.
She will lead Thirst’s North American work that has been growing under Director Adam Spriggs, who joined the agency in August last year and will continue to focus on business development – particularly in the entrepreneurial and challenger brand space.
James believes Thirst’s ‘highly strategic approach to storytelling’ sets it apart from competition in North American markets that are increasingly conscious of the history and authenticity behind brands – particularly amongst millennials and Gen Z.
She also sees significant opportunities in subcategories including low and no-alcohol, and the burgeoning cannabis beverage market.
James, who visited founders Chris Black and Matt Burns at the agency’s Glasgow HQ last week and is now in post, said: “Consumer behaviour – particularly amongst millennials and Gen Z – is again driving change in the US design landscape. Minimalist and stripped back design has dominated the past decade, and consequently everything started to look the same. We’re starting to emerge from that trend and I’m excited to see how Thirst can capitalise on that.
“Thirst’s commitment to telling stories through design – which is central to [Executive Creative Director] Matt Burns vision – is a real point of difference for the agency not just in the US but right across North America and makes this the perfect time to enter this next phase.
“Beverage is so rich in innovation, and our focus on unique strategic design that’s true to the brand, lends itself perfectly to working with brands of all sizes – and that creates limitless opportunity for us.
“I can absolutely see Thirst working with the biggest brands in the world, but the key to our success will be a diverse portfolio of clients that includes challenger brands who really drive that innovation forward through their stories.
“Chris and Matt outlined their vision at our first meeting in New York and I knew instantly that I wanted to be a part of what they were building. The opportunity to lead such an ambitious project is a dream come true.”
James’ appointment arrives alongside a shift at the top of Thirst, with Black moving into a Group Managing Director role, and Burns taking on a new role as Executive Creative Director. Black and Burns will retain oversight of operations on both sides of the Atlantic.
Black said: “This is a real coup for Thirst. We have made huge strides in the US working with exciting challengers such as Buzzkill and Loverboy, as well as ongoing projects with our core portfolio of blue chip brands on both sides of the Atlantic. Bailey brings an outstanding CV and unrivalled experience leading design projects that are as big as it gets.
“Most importantly she shares our strategic vision for what Thirst can be and our ambitious plans, operation, and clients in North America could not be in better hands. Together, we’re capable of very big things.”
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Burns added: “This is a significant move for Thirst during a time of transition in the North American design space. Brands want and need their design to tell their story truly and authentically, and Bailey’s unrivalled experience and expertise will help us deliver ground-breaking work for challengers and established names across the States and North America.
“She immediately understood what sets Thirst apart in our first meeting, and is the perfect person to build our team, client portfolio, and presence in North America. We can’t wait to get started.”
To find out more about Thirst, visit thirstcraft.com
