Taylor Herring hires former Guinness PR chief

Charlie McWilliams, the former Great Britain PR and influencer lead for Guinness, has joined the creative shop as head of strategy.

Taylor Herring's new head of strategy, Charlie McWilliams
Taylor Herring's new head of strategy, Charlie McWilliams

Charlie McWilliams joins the Taylor Herring leadership team and will lead the strategic direction of some of the firm's biggest accounts, shaping long-term integrated programmes that span content production, influencer marketing and editorial media.

His appointment follows a series of recent account wins. Taylor Herring said the agency required additional resources in strategic planning, consumer insight and data-led research, which has become a priority for the business. 

McWilliams joins Taylor Herring after three years at Diageo, where he led the European PR and influencer strategy for the drinks multinational's luxury and Scotch whisky portfolio before heading PR for Guinness.

Prior to Diageo, McWilliams spent more than a decade in consumer comms, including PR, experiential, influencer and SEO, with stints at Edelman, Kaper and Citizen Relations.

“Charlie brings a wealth of experience to the agency and we’re delighted to have him on board to add further strength and depth to the leadership team,” Taylor Herring chief executive James Herring said.

McWilliams said: “I am over the moon to be joining such a progressive and creative agency. I’ve been a huge fan of the campaigns they produce and have always looked on enviously at the quantity of awards they pick up. Their creative work is industry-leading, and I’m delighted to be part of the team.”

Taylor Herring's clients include easyJet, Disney, Kellogg’s, Samsung, Subway, Sky and Santander.

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