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 for six years 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.
The situation
CMOs and senior marketing leaders are commissioning more AI-native marketing than ever — and finding the supply side fragmented rather than inadequate. They have strong agencies, capable strategy partners and access to AI tools. What's missing is a senior partner who holds brand-building craft and AI-native method in a single view, and makes the two work as one decision. Today that integration is assembled piecemeal across three kinds of supplier — or not at all.
The idea
Parallax Advisory exists to deliver that capability in one place. A senior AI-native marketing consultancy that brings brand-building craft and AI fluency together — from a partner who has shipped agentic AI marketing at the scale of two of the world's largest consumer-brand businesses.
How we work
Three programmes, one operating standard. From a focused strategic diagnostic to a multi-quarter AI marketing transformation across a brand portfolio. AI is built into every brief from the start — not added on after the strategic decision. The senior consultant brings the brand-building craft, the AI-native methodology and the case-study proof in one place — instead of patching together a multi-supplier solution. The methodology runs on our proprietary Parallax Agentic Operating Model — AI field agents do the heavy lifting, an Agentic Council reviews and sharpens every output, and senior judgement sits on top: the engine that lets one senior partner deliver what used to take a department.
What we deliver
Faster strategic decisions, validated by AI consumer research before market spend. Sharper brand strategy, made measurable by AI throughout the build. You're not paying for a pyramid of juniors or a seven-figure retainer — you're paying for senior judgement, multiplied by a team of AI agents: department-grade output, one accountable partner. And the senior consultancy credibility that comes from having shipped agentic AI marketing at scale — Vuse, Velo, glo and Diageo's premium whisky portfolio among them.
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 · 1M+ consumers via AI-native platforms
- Recognition
- iF Design · Red Dot · GOOD DESIGN 2025 · Transform Awards Europe Gold (with Landor & Fitch)
- Languages
- English (native) · Spanish (professional)
- Based
- Shoreditch, London. Working with clients globally.
As featured in
Selected coverage of What's Your Whisky (Diageo): The Spirits Business · The Drinks Business · Harpers Wine & Spirit · The Caterer · Robb Report · BeverageDaily · FoodBev · Food Dive · The Moodie Davitt Report
FAQ
What's your view on AI in marketing?
AI makes senior marketing strategy faster, sharper and more measurable — when it sits underneath the strategic call, not in place of it. The work consistently puts AI in service of the leadership decision; its strongest role is often invisible to the consumer.
Is Parallax Advisory a solo practitioner or a team?
A senior practitioner consultancy. You commission senior judgement and AI-native method; where delivery needs scale, Parallax Advisory orchestrates specialist partners alongside your existing agencies rather than building a staffing model.
What sectors does Parallax Advisory work across?
Senior marketing leadership at consumer-brand businesses — consumer electronics, FMCG, spirits and premium consumer goods.