From 2001 to late 2003 JP was a Senior Brand Architect at Brand Architecture International (BAI). While there he managed projects for the Cork City of Culture 2005, eircom, RTÉ, Dublin Docklands, EBS, Harp US and The Sunday Times. JP was also part of the two-man team that developed and refined BAI’s customized set of methodologies and tools employed in all BAI offices worldwide.
Prior to BAI JP worked for three years with Alexander Dunlop Ltd. There JP worked on Tourism Brand Ireland, Guinness, Boots, Miller Beer, Coty, and twelve different Unilever Brands such as Organics, Persil, Lux, Rin, Dove and Lynx/Axe.
JP has a background in Economics and Anthropology (studied in UCD and at McGill in Montreal) and holds a Masters Degree in Development Studies. He has lectured at Dublin City University and the Irish Management Institute on the application of consumer insights to strategy and positioning development.