Former Diageo Man Grabow Joins The Mix in New York

Insight-led strategy and cultural intelligence agency The Mix Global has appointed former Diageo Planner and Innovation Director Westin Grabow, as Strategy Director in its New York office.

The Mix has offices in London, New York and São Paulo, and combines qual, quant and cultural intelligence with commercial strategy, digging deep into 'the emotions, behaviors and cultural undercurrents that shape real life and communities around the world.'

Grabow (pictured) brings more than sixteen years of experience including six at Egg Strategy, one at Firefish and most recently six at Diageo, working across Guinness, Ketel One, Cîroc and Johnnie Walker, in roles including Director of Innovation, Senior Manager, Consumer Planning; and Consumer Planning and Strategic Opportunities Manager.

In his new role at The Mix, Westin will work across US and global clients, helping brands navigate complex markets, unlock growth opportunities, and build relevance through culturally-grounded, human-centered insight & strategy. Company founder Tash Walker comments: 'Westin brings a powerful blend of strategic depth, commercial understanding and cultural intelligence. He knows how big organizations really work - and how to make insight influential within them. As we continue to grow our US presence, his thinking & expertise will be invaluable in helping our clients turn human understanding into confident, impactful business decisions.'

Last year the company brought in another former Firefish exec, Martyn Hill, as Head of Business Development. Web site: www.themixglobal.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.