The Famous Q&A with ~ Filip Kiisk
Filip Kiisk is Global Brand Communications Director and a creative leader at Pernod Ricard, directing the global vision for Absolut, Malibu, and Kahlúa. With over a decade of experience in California and Europe, he specialises in bridging legacy heritage with modern culture, ensuring iconic brands remain contributors to the global cultural conversation.
Filip will be speaking at Famous Campaigns Live about craft, art and Absolut vodka.
What’s exciting you most in your role right now?
To see the great power behind true collaborative teamwork.
What’s the best piece of career advice you ever received?
Nothing comes for free.
Share a past campaign you’re proud to have been part of
The strategic shift we drove with the “Stir Up” campaign for Kahlúa, featuring Salma Hayek, will always be close to my heart. It was the catalyst for the brand’s success over the last few years.
A brand you admire from afar — and why?
Nike. The master of storytelling.
What’s one thing great agencies do that average ones don’t?
Firstly, they need to have top level ideas. Secondly, they know how to sell them to us so we protect them together.
What’s the hardest part of being a brand-side marketer that agencies rarely see?
Making sure that the work is protected from too many internal layers and opinions.
Who has had the biggest influence on your early career?
Two people, Jesper Pålsson and Steve Angello.
What separates famous brands from forgettable ones?
They stay true to what they are.
Your favourite (over-used) mantra, motto or saying
Take risks.
A brand campaign you admire (not one of yours)
Nothing Beats A Londoner.
How are you feeling about A.I. and its impact on marketing?
AI will change our society and industry for the coming decades, it is our job to implement it in the right way. We can try to fight it and refuse to adopt, or we can use it to make our lives easier. It will change the entire system on how we market to consumers. But, human creativity will always be needed.
What’s a small habit or routine that helps you do your best work?
I try to never take myself, the job or the work too seriously. In the end of the day we want people to be entertained and have a bit of a smile in the mind.
One piece of advice for someone considering a career in marketing
Only get into it if you truly have passion for it.
If you weren’t doing this job, what would you be doing instead?
I would probably be in the music industry in some way.
Grab your ticket > Filip will be speaking at Famous Campaigns Live about craft, art, iconic brands and Absolut vodka.
you can read past Q&A’s here
