A senior partner for the AI era.
Parallax Advisory™ was founded in 2026 to offer marketing leaders the unique capability the AI era needs — one which network agencies and big consultancies aren’t shipping effectively. Senior marketing craft × AI-native methodology, from a partner who has successfully shipped AI solutions in some of the world’s largest and most complex corporates.
Founded by Andy Parton.
Award-winning global brand and content leader with over sixteen years building iconic consumer brands across drinks and next-generation nicotine. Digital-first and AI-native — in 2019 I ideated and launched the world’s first AI whisky selector, and have led AI, digital and tech-enabled brand work continuously since.
Most recently Global Head of Content for BAT’s New Category portfolio — Vuse, Velo and glo — a multi-billion-pound business across around sixty global markets. Previously Global Brand Lead for Vuse Go, where I drove the premiumisation strategy that turned Vuse Go into the brand’s global revenue and cash engine. Strategist first, builder second; equally at home in the commercial detail and the creative craft.
Credentials.
Over sixteen years’ experience building iconic global brands across commercial, customer, consumer & digital marketing roles.
- Experience
- 16+ years’ experience building consumer brands, including 7+ in senior leadership roles.
Vuse, Velo, glo. (BAT: 2021–2026)
Johnnie Walker, Guinness, Smirnoff, Talisker, Lagavulin. (Diageo: 2015–2020)
Hendrick’s, Glenfiddich, Sailor Jerry. (El Grupo Varma: 2012–2013) - Education
- Massachusetts Institute of Technology — AI: Implications for Business Strategy (2026)
University of Cambridge — Business Sustainability, CISL (2022)
University of Oxford — Digital Marketing, Saïd Business School (2020)
University of Sheffield — BA Business & Spanish (2012) - Expertise
- Global brand strategy · AI & tech-led marketing · content strategy · premiumisation & portfolio · ESG communications · agency leadership
- Scope
- Multi-billion-pound portfolio revenue · c.60 markets · 65+ markets in a single launch · cross-functional team leadership · 1m+ consumers engaged through AI-enabled experiences.
- Recognition
- iF Design · Red Dot · GOOD DESIGN 2025 · Transform Awards Europe Gold (with Landor & Fitch)
- Languages
- English (native) · Spanish (professional)
- Based
- London. Working with clients globally.
LinkedIn recommendations
What colleagues say.
Three direct perspectives on Andy’s strategy, operating judgement and leadership — published on LinkedIn.
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“Andy has a natural ability to navigate complex, multi-market challenges with a level of strategic depth that elevates the teams around him. Whether shaping go-to-market direction, aligning cross-functional stakeholders, or identifying opportunities for growth and innovation, he brings sharp thinking and a strong bias toward action.”
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“Andy knows how to navigate complex organisations, structural changes and ever-changing business dynamics. He operates with confidence amidst the grey to make informed decisions and give direction (creatively, strategically, operationally) where none apparently exists.
It takes art and science to push a project to completion while maintaining creative standards and commercial pragmatism. Andy doesn’t play it safe. The obvious is never the answer. He is able to lead from the front by providing a contagious strategic vision that a cross-agency team needs, to move towards a shared goal and ambition.”
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“Andy’s leadership style is a rare balance of strategic thinking and genuine care… Andy is an exceptional leader who truly empowers people, builds confidence, and helps others grow in ways that are both strategic and deeply human.”
As featured in
Selected coverage.
Trade coverage of What’s Your Whisky — the AI flavour-discovery platform Andy led at Diageo, which reached more than a million consumers worldwide.
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